Publication: Innovation orientation, market orientation and e-loyalty: evidence from Turkish e-commerce customers
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Date
2013-11
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ELSEVIER SCIENCE BV
Abstract
Present study aims to explore the relationship among e-commerce, market orientation, innovation orientation and e-loyalty. E-commerce usage is becoming more and more widespread among customers. E-loyalty is a useful measurement for e-commerce success, since loyal customers tend to make repetitive purchases which lead to increase in financial performance of the firms. Innovativeness is a core capability for today's highly competitive firms including online ones. Market orientation enables firms to explore, define and meet customer needs; which may in turn drive the innovation orientation. Present model based on these concepts was studied on 376 participants (n=376). In light of the major findings, present article aims to provide managerial implications for customer loyalty in the setting of e-commerce.
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Keywords
innovation orientation, market orientation, proactive market orientation, responsive market orientation, e-loyalty, e-commerce, e-commerce success, SATISFACTION, ONLINE, PERFORMANCE, IMPACT