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Organisations are increasingly turning to the Internet to complement their traditional brick-and-mortar businesses. In our research, we are concerned with the current challenges of customer loyalty, or rather the lack of, in online environments. This paper discusses an approach which examines the relationship between customer e-loyalty and key antecedents like trust, customer satisfaction, perceived risk and corporate image. Insights from this study will assist marketing managers in prioritising resources on training programs, communication and promotion initiatives. This will lead to improved segmentation techniques, more targeted marketing-mix and positioning strategies and finally, better e-customer relationship management.