Presenting a Model to Explain the Factors Affecting Customers’ Loyalty Intention Toward the Online Services of Product-Providing Retail Stores
Keywords:
Loyalty, usage intention, customers, online services, online product-providing retail storesAbstract
This study was conducted with the aim of identifying and explaining the key factors influencing customer loyalty toward the services of online product-providing retail stores. The statistical population of the study consisted of 245 active customers of online stores, and based on their actual experience of using these services, the required data were collected through a standardized questionnaire developed in accordance with the study’s conceptual model. In the proposed model, variables such as user expectations, system usability, visual attractiveness, user experience, and the level of innovation in service delivery were considered as independent variables, while customer loyalty intention was treated as the dependent variable. The findings derived from data analysis indicated that all research hypotheses were supported, and each of the examined components exerted a significant and positive effect on customer loyalty. These results suggest that customer loyalty in the context of electronic commerce is a multidimensional phenomenon and cannot be attributed to a single factor; rather, it emerges from the interaction of a set of technical, perceptual, and experiential characteristics. Among the independent variables, the usability of online services, with an effect coefficient of 0.76, played the most prominent role in predicting customer loyalty, highlighting the critical importance of simple, comprehensible, and user-oriented design in online environments. Moreover, the results revealed that factors such as the ease of using the website or application, clarity in the organization and presentation of information, the design of visual and logical menus, the speed and quality of responsiveness to users’ needs and problems, as well as the presence of strong and reliable security protocols, play a substantial role in shaping users’ sense of trust and satisfaction.
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