Online and Offline Loyalty: Different Approaches, Different Measurements

Recent studies reveal that the hedonistic aspect of users’ surfing behaviour and the role it plays in building loyalty have been particularly overlooked. Consumers are increasingly using their mobile devices (+ 69.5% between 2013 and 2014, source Audioweb 2014). At the same time, there is an ever-increasing growth in e-commerce, which currently represents a 15 billion dollar market (source eCommere Forum 2015). Brands and retailers whose core businesses are concentrated on traditional bricks-and-mortar shops have...