Singh and Sirdeshmukh (2000) “trust is a crucial variable that determines outcomes at different points in the process and serves as a glue that holds the relationship together.” In the electronic commerce context, customers who do not trust an e-business will not be loyal to it even though they are generally satisfied with the e-business. Therefore, it seems apparent that e-satisfaction is likely to result in stronger e-loyalty when customers have a higher level of trust in the e-business.
Furthermore, Singh and Sirdeshmukh (2000) claim that trust is a critical variable that defines results at different positions in the
it seems obvious that when customer have a higher degree of e-trust, the loyalty