Operational Drivers of Customer Loyalty in Electronic Retailing: An Empirical Analysis of Electronic Food Retailers Academic Article uri icon


  • The relationship between customer loyalty and the order procurement and order fulfillment processes of electronic retailers is empirically examined in this paper. The study sample contains data from 52 electronic food retailers. After controlling for the retailers' product categories based on design flexibility, our regression analysis results indicate that three order procurement variableswebsite navigation, product information, and price; and three order fulfillment variablesproduct availability, timeliness of delivery, and ease of return have significant association with customer loyalty. In terms of their relative contributions toward improving customer loyalty, these variables can be ordered in a descending order as follows: ease of return, timeliness of delivery, website navigation, product availability, price, and product information.

published proceedings

  • Manufacturing & Service Operations Management

author list (cited authors)

  • Heim, G. R., & Sinha, K. K.

citation count

  • 105

complete list of authors

  • Heim, Gregory R||Sinha, Kingshuk K

publication date

  • July 2001