Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model

The growing number of academic studies about online customer loyalty shows that diversity, if not divergence, exists regarding the measurement and conceptualization of online loyalty. By multiplying the theoretical foundations for the study of online loyalty, researchers have identified different determinants of online loyalty and different impacts on business relationships. Considering this theoretical and conceptual diversity, the purpose of...