Is consumer loyalty lost through e-commerce?
Electronic commerce has an increasingly greater weight in consumer buying decisions. Potential customers of brands and retailers no longer only buy in their physical stores, but, in fact, increasingly do more and more in their online stores. As the weight of e-commerce within the overall trade is greater, more and more interested are brand managers and marketers in understanding how they consume and what is most interesting to buyers in the internet age. That is, brands wonder how these buyers are and what it will take them to consume. And, above all, they wonder how the relationships they will establish with these consumers once they pass that first moment of purchase. The future situation is complex Consumers buying more and more online and spending more and more money on their purchases in the network does not necessarily imply that they are establishing a loyal relationship with those places in which they buy. In fact, online shoppers are far less loyal and loyal to the brand than