Title: Building customer loyalty in online shopping: the role of online trust, online satisfaction and electronic word of mouth

Authors: Ahmad Samed Al-Adwan; Husam Kokash; Ahmad Al Adwan; Alaa Alhorani; Husam Yaseen

Addresses: Department of Electronic Business and Commerce, Business School, Al-Ahliyya Amman University, P.O. Box 19328, Amman, Jordan ' Department of Marketing, Business School, Al-Ahliyya Amman University, P.O. Box 19328, Amman, Jordan ' Department of Marketing, Business School, Al-Ahliyya Amman University, P.O. Box 19328, Amman, Jordan ' Department of Finance and Accounting, Business School, Al-Ahliyya Amman University, P.O. Box 19328, Amman, Jordan ' Department of Information Systems, Business School, Al-Ahliyya Amman University, P.O. Box 19328, Amman, Jordan

Abstract: Various scholars have empirically investigated customer beliefs regarding satisfaction, loyalty and trust in the context of B2C e-commerce in several countries. However, the number of investigations into such important aspects of e-commerce in developing Arab countries, such as Jordan, is limited. Therefore, the main aim of this study is to explore the main factors that affect the degree to which consumers in Jordan are satisfied with, loyal to and trust B2C e-commerce. This research relies on previous and related literature to formulate a conceptual research model that proposes relationships between online trust, satisfaction and loyalty, and their determinants. To examine the proposed model, a self-administered paper-based survey questionnaire was issued to B2C e-commerce customers in a Jordanian private university. The findings suggest that customer loyalty to B2C e-commerce in Jordan is significantly influenced by online customer satisfaction, electronic word of mouth (eWOM) and online trust.

Keywords: online loyalty; online shopping; e-commerce; online satisfaction; online trust; information quality; social commerce; electronic word of mouth; eWOM.

DOI: 10.1504/IJEMR.2020.108132

International Journal of Electronic Marketing and Retailing, 2020 Vol.11 No.3, pp.278 - 306

Received: 04 Aug 2018
Accepted: 12 Nov 2018

Published online: 28 Apr 2020 *

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