Investigations on e-trust and e-satisfaction of customers for e-loyalty: The case of Iranian e-commerce

In this research two problems have been addressed. Firstly, companies lose their e-customers easily in today's business competitive environment. Secondly, gaining loyal customers needs a long time and high cost. These two basic problems encouraged us to research on loyalty in e-commerce and the main aim of this study is to increase trust, satisfaction and loyalty among e-customers. Our literature review and interviews with experts in this realm revealed that electronic satisfaction (e-satisfaction) and electronic trust (e-trust) are two important factors which influence electronic loyalty (e-loyalty). 6 hypotheses show relationships between technology, organization and customer factors with e-satisfaction and e-trust and two hypotheses indicate the relation between e-satisfaction, e-trust and e-loyalty. Statistical analysis is used to validate and to ensure model reliability.