Innovation Orientation, Market Orientation and e-Loyalty: Evidence from Turkish e-Commerce Customers

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 p...

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Bibliographic Details
Published in:Procedia, social and behavioral sciences social and behavioral sciences, 2013-11, Vol.99, p.509-516
Main Authors: Ergün, Hande Sinem, Kuşcu, Zeynep Kabadayı
Format: Article
Language:English
Subjects:
e- commerce success
e-commerce
e-loyalty
innovation orientation
market orientation
proactive market orientation
responsive market orientation
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Summary: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.
ISSN:1877-0428
1877-0428
DOI:10.1016/j.sbspro.2013.10.520