LIFE SAVER ON THE WEB: E-LOYALTY

It is known that customers are the most important people for any organisation in today’s competitive markets.Establishing long term, strong and good relationships with present and potential customers has come to the fore for continuing their existence in the market and also remaining profitable. Establishing customer loyalty is priority for traditional firms which have strategic marketing plans. Therefore, there have been many studies pertaining to customer loyalty in marketing. However, as in all other fields, many changes can be observed in customer loyalty. Now it has been possible to offer goods and services through internet which is one of the most important technological development and which has lots of impacts on people’s lives. As a result of the introduction of internet “electronic loyalty” term has emerged in the marketing agenda. The study has been carried out theoretically by examining national and international literature on definition, importance, features, models of e-loyalty and ways of building it.