Brand loyalty on Internet: a study of influence factors on decision making process.

• Author: Serralvo, Francisco A.
• Position: Report

1. INTRODUCTION

   The initial ravishment provoked in the field of the business by the extraordinary growth of the Internet became lukewarm a little in the last times, but it continues to centralize the attentions of the most several areas. Passed the euphoria, the Internet tries to define its field of performance and the e-Business he/she begins to concentrate infinity of possibilities in the business. Second Franco JR. (2001) the e-Business it has been including several fields of the economy, with applications in areas as: e-Auction (electronic auctions), e-Banking, e-Commerce, e-Directories (lists electronics), e-Gambling (electronic casinos), e-Learning, e-Trade (investments in stocks exchange), e-Drugs, e-health and an infinity of new fields that appear to every day, as: e-dentists, e-lawyers, e-Finance, and so on.

   The times, however, they are other and the Internet has been firm as a new purchase option, because, in essence, it removes the barrier of the distance turning the offer of the product much more comfortable than any other sale modality. Further more, the Internet simplifies the consumer's research excessively, allowing the east to find with easiness and safety the best offer of the sought product and the best purchase conditions (financing, interest rate, gives, facilities, among other).

   On the other hand, the progress in the field of the information technology is not stopped. The evolution marks for the appearance of the m-business, or the mobile Internet that, according to Kalakota and Robinson (2202b), it represents the evolution of the e-business, because it will provide the accomplishment of business anywhere.

   According to the authors: "The mobile economy (m-economy) it is so inevitable as imminent. The business is in the threshold of a tendency of innovation of great impact that offers technical capacities and of unexpected process. That mobile economy is facilitated by the convergence of the internet, of the and-business and of the world of the communication without thread, where the customers can go online to any hour, anywhere and using any apparel... the next generation of the internet of multiple nets and multiple content will be accessed for millions of people using mobile apparels" (Kalakota and Robinson, 2002b, p.19).

   Without shade of doubts the evolution in the field of the Internet doesn't have limits and new and constant challenges should be part of the concerns of the companies in the present and future moment. To find means for interact with that sets, it has been the challenges that it dominates the scene of the business. "Time of net" has been the denomination, in the words of Neuhauser and other (2001), to describe the speed with that the e-business moves, being considered a proportion of 10 for 1, that is to say, while the world of the business took ten years to consolidate a change, today that period is of just one year. That change rhythm requests a wide knowledge of the consumer's profile more than everything does.

   The increase in the web, therefore, has been giving not just in the ambit of the offer (more and more companies and new business are created in the Internet), as well as in the one of the search (with the people's growth that passes the access the service). According to Karsaklian (2001), the Internet stops being a cheaper communication instrument and it starts to dominate the stage of the negotiations, although waking up several feelings between fanatic and reluctant, doing with that the electronic trade is almost a passage that obligatory for all the companies.

   The competition, on the other hand, continues to challenge the organizations and new competencies are necessary for the maintenance and survival of the organizations. The marketing professionals' days arrest the consumers' attention for 30 seconds before a screen of television they are finishing. The web is a qualifying individual and organizations present it products, information and everything that can be virtualized in time and wanted place. Those professionals need to study the consumers and the needs of the business in the...