P/M/517. Dissertation. Emall shopping and customer loyalty

The dissertation investigates the problems of customer loyalty with respects to on-line shopping through Internet malls, or emalls. An extensive review of literature touches upon the definitions of loyalty and trust, specifics of e-loyalty, customer satisfaction, direct marketing, database marketing, issues of security and privacy of the Internet data, etc. These issues are further explored in experimental research (based on a structured questionnaire), and a case study using qualitative and quantitative research methods. In the conclusions the problems of the emall industry are identified; recommendations are made to ensure customers loyalty.