The roles of customer's perceived value, satisfaction, trust and their relationship with loyalty in internet shopping environment

The emergence of Internet has established a huge virtual exchange market, and the innovative e-commerce has changed a way of distributing goods and services. This paper concerns the issues of customer's loyalty to maintain the customer retention between individual and internet shopping mall. We use the concept of customer's perceived value, satisfaction, and trust, in order to explore and explain the formation process of customer loyalty. A survey data has been collected through the help of internet research institution. A statistical analysis shows that a subset of customer's perceived value has positive impact on satisfaction, which in turn has also positive influence on trust, increasing the level of customer's loyalty. We also provide a brief discussion of strategic guidelines about analytic results.