| Summary: | 碩士 === 義守大學 === 企業管理學系 === 105 === In the current e-business playground, the role of customer e-loyalty is proved to be even prominent. Customer e-loyalty is always recognized as one of the most important digital marketing elements which contribute to more positive customer experiences and strengthen customer relationship in the Internet. This paper, therefore, examines the current level of customer e-loyalty in drinking beer of HABECO and from which suggests some available adjustments of the current e-marketing practice for HABECO to enhance their customer loyalty level in the e-commerce. In order to achieve this objective, the researcher has conducted a survey questionnaire of 300 customers of HABECO in order to understand their current commitment of HABECO brand online and different attributes affecting that commitment. The final results indicate that HABECO has gained relative high customer e-loyalty level. However, they should pay more attention to the reciprocity policy, the consistency of the website and the design of social pages.
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