Customer loyalty in electronically mediated environments

Vikas Mittal, Michael Tsiros

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Scopus citations


For brands that are consumed in electronically mediated environments (EMEs), customer loyalty is a strategic imperative. We report results from a qualitative study where consumer descriptions of their brand experiences were used to develop key loyalty themes for six brands in three categories. Consumer loyalty can be characterized along seven consumption bases, though different brands and categories are positioned differently along these bases. Importantly, we posit a process model showing that loyalty builds over time as consumption proceeds through the stages of adoption, conversion, and (dis)adoption. A key factor in converting new adopters to be loyal is the extent of efficiency and effectiveness perceived along these loyalty bases. The process of customer loyalty emerges as complex and multi-faceted being punctuated by chance events.

Original languageEnglish (US)
Title of host publicationE-Services
Subtitle of host publicationOpportunities and Threats
Number of pages31
ISBN (Print)9783835008014
StatePublished - 2007


  • Customer Loyalty
  • Customer Satisfaction
  • E-Loyalty
  • Learning

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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