Research on the Influence of Customer Engagement on Their Loyalty in Online Supermarket: A Case Study of Tmall

Aimei QIU, Xinghe LUO


With the development of the Internet, online supermarkets have won a considerable market share. This article explores the factors affecting online supermarket customer loyalty from the perspective of customer engagement. Through questionnaire survey, we considered and measured the five impact factors on customer loyalty: customer involvement, customer participation, information seeking, their affections, and services. This article also gave some suggestions to help online supermarkets improve customer experience and increase customer loyalty from these aspects


Customer engagement; Tmall; Loyalty

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