Online customer loyalty improvement: based on TAM psychological perception and loyal behavior model

Baoming Zhang, Cheng He


Customer loyalty has a wider impact on business income and it mainly depends on customer trust, customer satisfaction and customer value. Based on TAM perception and loyalty behavior model, an influencing mechanism of customer loyalty is presented, and some influencing factors are analyzed. Customer loyalty can be measured by some indicators, through the correlation analysis, factors such as product quality, service quality, and the website design have bigger impact on it. So some strategies to improve customer loyalty are presented finally.


Technology Acceptance Model; Psychological perception; Loyalty; AHP

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