Crating customer loyalty utilizing web-platforms environment

Evolution of information technologies and as a consequence a rapid growth of digital economy have influenced the evolution of marketing tools and functions74 re-shaping these business areas. For a successful business-processes maintaining in the framework of the new communication environment towards the customers it appears to be necessary for businesses to adopt new ways of increasing their marketing competencies in order to be able to interact with new information sources divided through different channels and implement conceptually new approaches for assessing their marketing activities. In these terms it is important to investigate the influence of web-platforms' characteristic on their ability to generate customer loyalty.