University of Isfahan New Marketing Research Journal 2228-7744 1 2 2011 08 23 Designing and Explaining the Model of Persistent Customer Loyalty in e-Commerce: A Study in the e-Retailer’s Web Sites Designing and Explaining the Model of Persistent Customer Loyalty in e-Commerce: A Study in the e-Retailer’s Web Sites 79 92 17603 FA Mohammad Reza Hamidizadeh Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University Abbasali Hajkarimi Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University Mohammad Javad Naeiji Ph.D. student in Systems Management, Shahid Beheshti University Journal Article 2016 06 14 While the importance of customer loyalty has been recognized in marketing literature for several decades, the design and explanation of persistent customer loyalty and its antecedents in electronic commerce especially in an e-retailing context have not been addressed. Therefore, the aim of this study is to develop and validate such antecedents of persistent loyalty and to propose a comprehensive model. For this purpose, based on e-commerce and marketing literature, a comprehensive set of constructs have been designed and examined on 211 customers of e-retailers using path analysis. The findings imply that persistent customer loyalty has been influenced significantly by all of the recognized factors including trust, payment security, perceived value, customer satisfaction, customization, purchase convenience, brand character, and contact interactivity. Also, customer satisfaction and trust have mediator role in the model. While the importance of customer loyalty has been recognized in marketing literature for several decades, the design and explanation of persistent customer loyalty and its antecedents in electronic commerce especially in an e-retailing context have not been addressed. Therefore, the aim of this study is to develop and validate such antecedents of persistent loyalty and to propose a comprehensive model. For this purpose, based on e-commerce and marketing literature, a comprehensive set of constructs have been designed and examined on 211 customers of e-retailers using path analysis. The findings imply that persistent customer loyalty has been influenced significantly by all of the recognized factors including trust, payment security, perceived value, customer satisfaction, customization, purchase convenience, brand character, and contact interactivity. Also, customer satisfaction and trust have mediator role in the model. https://nmrj.ui.ac.ir/article_17603_99478d33c4fc10571a783d76276f772b.pdf