E-Loyalty vs. Traditional in-store customer loyalty: Has the maturity of online retail influenced online customer loyalty in favor of offline retail? Literature Review Introduction The purpose of this literature review is to explore the current literature based on customer loyalty towards online stores, also known as "e-loyalty", compared to the traditional "offline" in-store method. Relevant literature will be evaluated and concluded based on whether online retailers have adopted the traditional purchasing method and whether consumer loyalty is now defined as e-loyalty, based on the favorability of online shopping. This literature will examine secondary research information based on online versus offline customer loyalty and the advantages and disadvantages of both, including the dramatic growth of e-loyalty and its comparison to traditional customer loyalty. Customer Loyalty Defined “Traditionally, customer loyalty has been defined as a behavioral measure. These measures include the proportion of purchases (Cunningham, 1966), the probability of purchasing (Farley, 1964; Massey, Montgomery, and Morrison, 1970), the probability of repurchasing the product (Lipstein, 1959; Kuehn, 1962), the frequency of purchase (Brody & Cunningham, 1968), repeat purchase behavior (Brown, 1952), purchase sequence (Kahn, Kalwani, & Morrison, 1986), and multiple aspects of purchase behavior (Ehrenberg, 1988; DuWors & Haines, 1990).” (Kumara et al., 2004) While Khan (2013) defines customer loyalty as “the intention to repurchase goods, stating that this is the goal of the industry and loyalty is a deeply rooted commitment to repurchase or repurchase a preferred product or service consistently in the future, thus causing repetitive purchases of the same brand or sets of the same brand” (Khan, M, 2013). This suggests that Khan (2013) proposes that customer loyalty can be defined as a commitment to a brand or retailer where a consumer continually repurchases from that specific brand. This can be based on numerous qualities and experiences that influence repeat purchase behavior. There are many reasons why customer loyalty is important, including effective retailer forecasting based on repeat customers. Figure 1 shows the positive economic effects of online customer loyalty produced by Schrodter (2003) (Heinemann et al., 2010). Definition of e-loyalty Schefter and Reichheld (2000) define e-loyalty as a matter of quality customer support and on-time delivery. , attractive product presentations, convenient and reasonably priced shipping and handling, and clear and reliable privacy policies (Shankar et al., 2001) while Srinivasan (2002) defines e-loyalty as the customer's favorable attitude towards the e-retailer who results in repeat purchasing behavior (Srinivasan et al., 2002). Consumer BehaviorConsumer behavior can be defined as the behavior that consumers exhibit in seeking, purchasing, using, evaluating, and disposing of products and services that they expect to satisfy their needs (Schiffman et al..