Technology Fears: A Study of e-Commerce Loyalty Perception by Jordanian Customers

Technology Fears: A Study of e-Commerce Loyalty Perception by Jordanian Customers

Ahmad Khasawneh (Hashemite University, Jordan), Mohammad Bsoul (Hashemite University, Jordan), Ibrahim Obeidat (Hashemite University, Jordan) and Iyad Al Azzam (Yarmouk University, Jordan)
DOI: 10.4018/978-1-4666-0044-7.ch010
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Abstract

The Internet and all other types of networks have changed life in general and doing business in particular, and as a result, many companies are now conducting and transferring their businesses online. In this paper, the authors evaluate whether loyalty issues are the major obstacles to the growth of e-commerce in Jordan. A survey conducted for the study reveals that technology fears are major barriers to loyalty in Internet banking and e-commerce activities among consumers. The results suggest that unless the technology fears of adopters are acknowledged, some of them are not successful.
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Loyalty Benefits

Loyalty generates many benefits and advantages for the companies which have loyal customers. (Humby et al., 2003) claim that loyalty Increases sales, when customers become loyal to any organization they commit themselves to come back to the same organization instead of competitors, and loyal customers are willing to buy products or services from different sales channels as well (Duffy, 2003). As a result this increases the company’s sales, increases the customization of marketing communications and tracks customers’ styles as well.

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