1.6. Personalization
Kim [13] defined personalization as “transferring information highly related to a person”. Online
retailers can provide information, which is needed by the consumers. Websites can also record
customer surfing paths or buying history so that web sites can provide suggestions for customization
for further purchases. Amazon.com is a pioneer in personalization. It can do quick focus on what
customer really wants. If the online retailer is able to accurately trail or prepare close choices for each
consumer, it can minimize the time that customers spend on browsing through an entire product
assortment to locate a particular product.” [17]
2.1. Customer loyalty
Customer loyalty describes the action of customers who are known as repeated customers, who are
choosing one product or service from one company rapidly over another brand or company for
particular need. Satisfaction of convenience information is an important factor for customer loyalty. On
the other hand customer loyalty is an important factor for e-commerce success in companies and it
guarantees future purchase from customers. Also, when customer loyalty increases it can help
companies to increase the profit by using loyal customer as a marketing agent by attracting his or her
friend and family to the product or service of the company.