HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Antecedents of customer satisfaction, online trust and customer loyalty : the case of Gore Wear

Kornwolf, Rebecca ULiège
Promotor(s) : Ittoo, Ashwin ULiège
Date of defense : 19-Jun-2018/21-Jun-2018 • Permalink :
Title : Antecedents of customer satisfaction, online trust and customer loyalty : the case of Gore Wear
Translated title : [fr] Antécédents de la satisfaction client, de la confiance en ligne et de la fidélité client : le cas de Gore Wear
Author : Kornwolf, Rebecca ULiège
Date of defense  : 19-Jun-2018/21-Jun-2018
Advisor(s) : Ittoo, Ashwin ULiège
Committee's member(s) : Hoffait, Anne-Sophie ULiège
Mawhin, Marie ULiège
Wydouw, Loïc 
Language : English
Number of pages : 97
Keywords : [en] E-commerce
[en] customer satisfaction
[en] online trust
[en] loyalty
[en] repurchase intention
[en] product information
[en] ease of use
[en] ease of return
[en] security
[en] online clothes retailing
[en] PLS-SEM
[en] purchase journey
Discipline(s) : Business & economic sciences > Multidisciplinary, general & others
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en ingénieur de gestion, à finalité spécialisée en Supply Chain Management and Business Analytics
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] In the context of always more competitive markets and customers more demanding than ever, understanding variables influencing customer satisfaction, trust and loyalty is paramount.
In e-commerce, the demands placed on businesses in even greater. In the context of this project-thesis, I will seek to understand customers’ expectations and to identify the variables at the different stages in the customer purchase journey playing a key role on customer satisfaction, online trust and customer loyalty and repurchase intention. The final goal of this project is focused on the sportswear company Gore Wear and looks at helping them to increase their online sales.

Firstly, a theoretical research using the PLS-SEM analysis method will be testing the impact of presumed antecedents of customer satisfaction, trust and loyalty is conducted. The results obtained will contribute to the formation of recommendations improving Gore Wear shortcomings.

Secondly, a practical analysis of Gore Wear competitors and their service level aims at identifying more precise and concrete actions that could be implemented in the company’s services in order to increase its service quality.

Finally, several leads of improvements that could help the company increase its sales are suggested. Each recommendation finds roots in results from the research and the benchmark.



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  • Kornwolf, Rebecca ULiège Université de Liège > Master ingé. gest., à fin.


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