The Effect Factors Of Customer Loyalty In Kyrgyzstan "BESMART" Online Company

This study is motivated by the limited research on e-commerce customer loyalty in Kyrgyzstan and the fact that most online companies there are still far behind from its proper implementation.The results of this study are based on the different respondents perception towards the factors that affect customer loyalty,therefore the significance of this research is to create awareness of factors affecting customer loyalty in “Besmart” case company and the specific research objectives,which are to identify the factors affecting service quality;to identify the relationship between service quality,esatisfaction and e-loyalty;to posit the effect of e-satisfaction on e-loyalty and to identify the mediating effect of e-satisfaction between e-service quality and e-loyalty.This was known by sending questionnaires to company customers,so results from this research can inform managers concerning actions they can adopt to manage their relationship with customers more effectively.Methods of the thesis included SERVQUAL model analysis,the analysis of descriptive analysis,reliability test and multiple regression analysis.This research design is used to measure the relationship between service quality and e-loyalty in “Besmart” online company.In this thesis the method of questionnaire is selected as the main method of collecting data.The questionnaire was divided into two parts,the first containing the demographic characteristics of the respondents,including age and gender.The second part,containing the information about e-service quality,being composed by 17 questions(3 questions for Tangibles,4 questions for Reliability,3 questions for Responsiveness,3 questions for assurance,4 questions for empathy),e-satisfaction(1 question for every dimension-convenience,merchandising,site design,security,serviceability)and e-loyalty(1 question for every dimension-customization,contact interactivity,cultivation,care,community).I did not design the question directly about the constructs like e-satisfaction,service quality etc.,because considering the knowledge background of the respondents is vast and not anybody has the knowledge of CRM or marketing.All groups of questions were measured using a 5-point Likert scale ranging from 1(Totally Disagree)to 5(Totally Agree).Before the final distribution,a pilot test with 20 questionnaires was conducted,followed by a reliability analysis and validity test in order to refine the questionnaire avoiding duplicate and not necessary questions.After data and information has been collected from respondents,it was analysed using SPSS Version 23.0.