| dc.description.abstract | This paper shares the purpose of identify the instruments and theirs level of influence to preference loyalty in online retailing business in the context of Vietnam, which is based on the practice of studying the case of LAZADA Vietnam. The existence of the study is in hope of filling in the shortage of e-retailing-related customer loyalty research of Vietnam and to propose the concept of preference loyalty in e-Commerce in the same context. The study would obtain data of its population using online questionnaire which fits to the virtual nature of e-Commerce. By having a close look into factors such as website usability, information quality, assurance, service reliability, responsiveness and switching cost, the result of study could maximize both operating and marketing strategy of businesses for the development of the e-Retailing industry, while minimize waste of resources.
Keywords: preference loyalty, website usability, information quality, assurance, service reliability, responsiveness, switching cost, customer loyalty, Lazada Vietnam. | en_US |
