E-Commerce Adoption and Customer Loyalty Trends in Jordan: An Empirical Study at Online Retail Companies
摘要
This research attempted to link the adoption and investment of e-commerce capabilities in improving customer loyalty trends for online retail companies in Jordan. Through a cross-sectional design, the research collected the total response of 522 customers of companies that sell their products electronically. Structural equation modeling (SEM) was applied to evaluate the measurement model and the structural model to test the hypotheses. The research concluded that all e-commerce capabilities, especially informative capabilities, had a significant positive impact on customer loyalty trends. Hence, it is stressed the need to invest in data-driven personalization to understand and meet individual customer preferences and deepen the emotional connection with customers.