IT Value for Customer: Its Influence on Satisfaction and Loyalty in E-commerce

Today, in the time of a technological revolution, which has a great influence on the economy, we can say that the world is smaller than ever. IT solutions have significantly changed business activities, which can be developed in almost any place. A specific beneficiary of this amendment is e-commerce. The customer does shopping online because of lower prices, convenience, a wider range of products, etc. Beside logistics and marketing reasons, they pay more and more attention to other aspects, too. One of them is IT solutions which support the majority of processes in online retailers, especially marketing communication and website usability. They can have influence on their satisfaction, and, consequently, on their loyalty. These aspects are relatively rarely studied. The goals of this paper are to identify the components of value for customers related to IT, and to present their influence on satisfaction and loyalty in e-commerce. We administered our survey to managers representing e-tailers, suppliers, complementors, and to customers.