Nowadays, widespread use of email for interpersonal and business communication encourages the marketers to pay much more attention to the e-mail marketing usage. To reach this success, the retention and attraction of customers are matters of great importance. Therefore, considering the customersâ loyalty towards e-mail services is tremendously significant. This study aims at investigating the effective factors on the customersâ loyalty towards e-mails services. The study is an applied research and qualitative-survey type. To accomplish the research purpose, an appropriate questionnaire was designed and distributed among the students in Persian Gulf University. The obtained data were analyzed using path analysis. The findings show that the e-quality, e-satisfaction, and e-trust have the most positive effect on the customersâ e-loyalty respectively. Moreover, e-quality reveals a significant and positive effect on both e-satisfaction and e-trust. Finally, e-satisfaction has a significant impact on e-trust.
Hosseini, Y. , Yadollahi, S. and Khosravilaghab, Z. (2014). A study of the effective factors on usersâ loyalty towards email services: Investigating e-quality, e-satisfaction, and e-trust. New Marketing Research Journal, 3(4), 77-92.
MLA
Hosseini, Y. , , Yadollahi, S. , and Khosravilaghab, Z. . "A study of the effective factors on usersâ loyalty towards email services: Investigating e-quality, e-satisfaction, and e-trust", New Marketing Research Journal, 3, 4, 2014, 77-92.
HARVARD
Hosseini, Y., Yadollahi, S., Khosravilaghab, Z. (2014). 'A study of the effective factors on usersâ loyalty towards email services: Investigating e-quality, e-satisfaction, and e-trust', New Marketing Research Journal, 3(4), pp. 77-92.
CHICAGO
Y. Hosseini , S. Yadollahi and Z. Khosravilaghab, "A study of the effective factors on usersâ loyalty towards email services: Investigating e-quality, e-satisfaction, and e-trust," New Marketing Research Journal, 3 4 (2014): 77-92,
VANCOUVER
Hosseini, Y., Yadollahi, S., Khosravilaghab, Z. A study of the effective factors on usersâ loyalty towards email services: Investigating e-quality, e-satisfaction, and e-trust. New Marketing Research Journal, 2014; 3(4): 77-92.
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