The importance of customer loyalty in online retailing has been accepted as a critical issue in the literature over recent decades. Surprisingly, the research area of e-loyalty remains scarce despite the accelerating trend of multi-channel retailing in the context of e-commerce environment. Based on the theories of channel integration and consumer behaviour, this study suggests and verifies the research framework for antecedents of e-loyalty in the context of fashion retailing sector in Danang, Vietnam. |
