E. lojalumą lemiančių veiksnių tyrimas
LTStraipsnyje pateikiami veiksnių, lemiančių vartotojų lojalumą elektroninėje erdvėje, empirinio tyrimo rezultatai. Atlikus mokslinės literatūros analizę išskiriami bei aprašomi veiksniai lemiantys e. lojalumą. Remiantis atlikto empirinio tyrimo rezultatais analizuojami ryšiai tarp atskirų veiksnių, lemiančių e. lojalumą. Nagrinėjami skirtumai tarp veiksnių lemiančių e. lojalumą pagal respondentų lytį.
ENIn the today's world, increasing Internet penetration into consumers' lives is obvious and inevitable. One such area is electronic commerce. Many companies try to move all or part of their services into web sites with the purpose to reduce costs and be available globally 24 hours a day, 7 days a week. Thus Internet provides space for the seller's and the consumer's interaction, enables to make payments in real time without third-party intervention. Organizations providing services or selling online are more convenient for consumers, such companies may offer a wider range of products, achieve a greater market share, have the ability to provide personalized services, maintain the old ones, attract new customers, build consumer loyalty. Despite these advantages, organizations have faced with a problem: when the consumer has the ability to choose among many different vendors of goods or services with minimal effort, loyalty to the companies providing services on the Internet tends to vary. However, organizations engaged in electronic commerce are aware that creation and maintenance of loyalty is very important because loyal customers can help the organization to grow, to increase profits and improve its image. It is important to note that e-loyalty leads to a complex environment of web sites, which includes not only tangible items, but items such as security. In order to acquire loyal customers, it is necessary to determine and evaluate the factors that affect the consumers' e-loyalty in the interactive market. By combining the web site elements into the model, where all causal relationships between factors are determined it is possible to create e-loyalty. In this paper, the authors used scientific literature and asummary of the analysis method to determine the factors that affect customers' e-loyalty.The research on scientists' earlier studies was made, analyzing the key factors affecting e-loyalty, and there were Presented summarized results of these studies. After the scientific literature analysis factors affecting e-loyalty, such as e-quality, e-satisfaction, e-trust, were identified and described. In order to achieve the set objective of the study an empirical study was carried out and for the purposes of the quantitative analysis method the questionnaire was created. The empirical studies allowed to assess relationships between factors affecting e-loyalty, as well as to point out differences between the factors that affect e-loyalty according to the respondents' gender. In this study, the obtained results allow the e-commerce organizations to make appropriate decisions about the creation retention of their customers' e-loyalty in the interactive market.
