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Details of Literature Review

1. Elsevier - Dan J. Kim a,,
Donald L. Ferrin b, H. Raghav
Rao c
A trust-based consumer
decision-making model in
electronic
commerce: The role of trust,
perceived risk, and their
antecedents
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10. Price Promotion and Brand
Loyalty:
Empirical Evidence for the

Method used

Abstract and Conclusion

Limitations

German Ready-to-Eat Cereal

Market
The findings of this study show that B2C e-commerce customer loyalty in Saudi Arabia is strongly influenced by customer
satisfaction but weakly influenced by customer trust. The study limitations, implications, along with directions for further
research are discussed.

First, pricing decisions of retailers typically are made in a

multi-product environment which implies a complex set of interactions between different products. These
interactions are not addressed in the current study due to the obvious dimensionality issue for a large equation
system, but are worthy for further investigation.
Second, theoretical and empirical studies typically investigate
the relationship between brand loyalty and promotional strategies in a static context