Innovation orientation, market orientation and e-loyalty: evidence from Turkish e-commerce customers

ERGUN H. S. , Kuscu Z. K.

9th International Strategic Management Conference, Riga, Letonya, 27 - 29 Haziran 2013, cilt.99, ss.509-516 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 99
  • Doi Numarası: 10.1016/j.sbspro.2013.10.520
  • Basıldığı Şehir: Riga
  • Basıldığı Ülke: Letonya
  • Sayfa Sayıları: ss.509-516


Present study aims to explore the relationship among e-commerce, market orientation, innovation orientation and e-loyalty. E-commerce usage is becoming more and more widespread among customers. E-loyalty is a useful measurement for e-commerce success, since loyal customers tend to make repetitive purchases which lead to increase in financial performance of the firms. Innovativeness is a core capability for today's highly competitive firms including online ones. Market orientation enables firms to explore, define and meet customer needs; which may in turn drive the innovation orientation. Present model based on these concepts was studied on 376 participants (n=376). In light of the major findings, present article aims to provide managerial implications for customer loyalty in the setting of e-commerce.