Assessment of the effect of the mediator role of customers’ cooperation on the relationship between innovation and electronic loyalty of customers
Journal Title: Journal of Science and today’s world - Year 2017, Vol 6, Issue 7
Abstract
Development of information and communication technology and the growth of electronic business have brought the best opportunity for different industries and their cooperation in universal markets. Therefore, creation and maintenance of customers’ loyalty in virtual environments has become more important. Most of the services provided by organizations are becoming electronic; therefore, the form of loyalty to organizations has changed and the concept of electronic loyalty has come up. Thus, organizations have to know about the creation of loyalty and factors that affect such stable relationships in customers. The goal of this study was to assess the effect of mediator role of customers’ cooperation on the relationship between innovation and electronic loyalty of customers. The method of this study was correlative. The statistical population included all the customers of electronic shops, and as the number of this population is unlimited, 360 individuals were selected using Cochran’s formula and simple random sampling. Data were collected using a standard questionnaire. Reliability is the agreement amount of two independent and separate measurements of a single factor. This agreement is usually measured in the form of the correlation coefficient between the two measurements. Validity is the amount that the test or measurement is close to the real magnitude. Validity is also described by the correlation coefficient. Validity and reliability of the questionnaire used in this study were appropriate. Data were analyzed using path analysis method and SPSS and AMOS software. The findings have shown that the cooperation of customers as a mediator factor has a positive effect on the relationship between innovation and electronic loyalty of the customers.
Authors and Affiliations
Saeideh Hekmat, Sara Hekmat, Shahram Izadi
Keywords
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