THE MEDIATING EFFECT OF ELECTRONIC TRUST IN THE EFFECT OF CUSTOMER DELIGHT TO E-LOYALTY

The major purpose of this paper was to examine the direct and indirect effect of customer delight to customer electronic loyalty through customers' trust. For this major purpose, an empirical survey was conducted with the active participation of 242 respondents from three big cities, namely Jakarta, Bandung, and Surabaya cities located in Java Island, Indonesia. On the basis of statistical analysis, the major finding indicates that electronic trust (e-trust) has positive and significant mediating effect in the relationship between customer delight and electronic loyalty (e-loyalty). In contrast, the result indicates no significant direct effect of customer delight to eloyalty. This study suggests that fashion industry firms must build customers' loyalty by building trust to the customers.