Electronic loyalty: The factors affecting e-loyalty in Turkey

Nowadays, in an atmosphere where the number of options increases and accessing those options are getting easier, the process of creation of e-loyalty in the online area contains a lot of interdependent factors. These factors have to be understood in order that e-businesses can maintain customer satisfaction and establish sustainable relations with their customers. This academic study quests for the factors affecting e-loyalty within the perspective of online shopping customers in Turkey. The results constitute samples about the customers shopping online in Turkey.On this study the correlation between e-loyalty and customer experience, services offered on the website and customer relations, the design, contents, and security of the website, the social connection are inspected within the business to customer (B2C) market. The results show that both the social connection and the customer experience affect e-loyalty in the positive direction. When shopping online is in the question, the website is assessed as a whole with its design, contents, and security and customer services. It is quite likely to reach the outcome indicating that the increased number of personalized applications in the field of online shopping is responded positively by customers and strengthen social connection. The positive customer experience consists of not experiencing difficulties while shopping online, ability to access cheaper alternatives, the sense of pleasure and the thought of customers stating that shopping online is a time saving activity. The construction of trust is still much of importance.Keywords: Electronic Loyalty, Online Shopping, Online Customer Experience, Social Connection, Website Characteristics