Customer Loyalty of Amazon - how to build a long lasting relationship (2)Customer Loyalty of Amazon -how to build a long lasting relationship? Faculty of Education and Economic Studies Department of Business and Economic Studies Customer Loyalty of Amazon -how to build a long lasting relationship? Bachelor Thesis Authors: Zhouni LIN 880725-T189 Shiying YAN 890522-T043 Supervisor: Aihie Osarenkhoe Customer Loyalty of Amazon -how to build a long lasting relationship? Abstract Aim: The purpose of the study is to do the research that under the e-commerce business model, the impact factors of customer loyalty in an online shopping environment, how to improve the customer loyalty and how to build a long lasting customer relationship. Design/Methodology/approach: Through to the questionnaire survey research, design and collect sample data, combine with the Amazon Companys current operating mode and the theoretical, and also got the second data. In order to make the data become more and more reliable. Findings: The studying on improving customer loyalty under the B2C e-commerce model is significant for theory and practice. On the background of Amazon company，which is the biggest e-commerce company in America, according to the relevant literature and field surveys，the paper brings forward the importance of customer loyalty at the e-commerce business. It could come to the conclusion is how to improve the customer loyalty and then how to build the long lasting customer relationship. Contribution: The paper according to the characters of the online shopping and combine with the literature about the e-commerce and customer loyalty research, Put forward a certain hypothesis, through questionnaire survey on customers, and statistical analysis of the relationship between customer loyalty and its influence factors make an empirically evaluation. The paper gives contribution to the e-commerce business, how to build the long lasting customer relationship. Key words: Customer loyalty; Customer relationship; Satisfaction; Services; Online shopping website Paper type: Research paper Customer Loyalty of Amazon -how to build a long lasting relationship? Contents 1. Introduction . 1 1.1 Background Knowledge . 1 1.1.1 About Amazon . 1 1.1.2 Customer relationship . 2 1.1.3 Customer loyalty . 3 1.2 Motivation of the research . 4 1.3 Main Research Questions . 6 1.4 Relationship between this thesis and previous studies . 6 1.5 Limitation of the research . 7 1.6 Outline of the study . 7 2. Literature and theoretical framework . 8 2.1 Relationship marketing . 8 2.2 The evolution of customer relationships . 8 2.3 E- Service quality . 10 2.4 Customer satisfaction and customer loyalty . 12 2.5 The relationship between satisfaction and loyalty . 13 2.6 Sum up . 14 3. Methodology information search . 15 3.1 Research Purpose . 15 3.2 Quantitative and Qualitative Approach . 16 3.3 Data collection . 17 3.3.1 Primary data collection . 17 3.3.2 Secondary data collection . 18 3.4 Data analysis . 19 3.4.1 The background of interviewees . 20 3.5 Reliability & Validity .