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

Abstract

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.