석사학위논문 Study on Customer Satisfaction of Online Shopping in Uzbekistan

Customer Loyalty


Customer satisfaction and customer loyalty is not the same thing, though there is a direct correlation between the two. Customer satisfaction comes into play when a customer purchases a good or service from a business and has a positive experience. Customer loyalty is a factor when consumers return to a business because they develop a relationship with the company or staff. Loyal customers come back because they feel they will get great products and be treated with a certain level of respect. Customer satisfaction and customer loyalty are connected because, to become a loyal customer, a person first typically has to be a satisfied customer. According to (Henning, T., and Klee, 1997), studies dealing with the relationship between customer satisfaction and loyalty can be classified into three groups. The first one is about service management and the studies relationship at an aggregated, company level. These studies consider that satisfaction is an antecedent of customer loyalty, which in turn influences firms’ profitability (Anderson, et al. 1994; Heskett, et al., 1994). The latter focuses on the individual range and has studied customer retention by customer repurchase intentions. This constitutes an essential shortcoming because of the crack between individual purchase intentions and behaviours (Chandon, et al. 2005). The second group perceives loyalty to be affected by satisfaction, even if the technique of the relationship does not appear as a symmetric and linear (Mittal, et al. 1998; Oliva, et al. 1995). The third group, which is the smallest (Bolton, 1998; Mittal & Kamakura, 2001), has focused on the satisfaction-loyalty link on an individual level with real purchasing data. Henning-Thurau and Klee (1997) found that some studies of this group have action to reveal a weakness or insignificant relationship between satisfaction and repurchase intentions.