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Dissertation
Customer loyalty in interactive media: an exploration of its antecedents and consequences
Doctor of Philosophy (Ph.D.), Drexel University
2000
DOI:
https://doi.org/10.17918/00008871
Abstract
Historically, loyalty research has primarily been focussed on measurement issues around loyalty to a brand and the investigation of the antecedents of customer loyalty has been somewhat sketchy. This is especially true for customer loyalty in electronic commerce which is expected to grow from nothing in 1995 to $1 trillion in 2003-05 (OECD Report 1999), there is very little empirical research. In order to address this paucity of research, the current study has been constructed in four modules. In the first essay, the factors contributing to the changing loyalty context in electronic commerce relative to the conventional market are conceptually examined. In the second essay, the impact of business level variables in determining the loyalty of the customer to a Web site is evaluated. This study also ascertains the impact of loyalty on the actual behaviors of the customers. In the third essay, the current study examines the variables that moderate the relationship between satisfaction with a Web site and loyalty to the site. Finally, in the fourth essay, the mediating role of individual variables on loyalty is examined. These four essays together make theoretical contributions to our understanding of customer loyalty in electronic commerce by introducing new variables and models of loyalty. This study uses a two step methodology. First, a qualitative study was conducted for the model development. This model was then tested by using a cross-sectional design. A survey was used to collect the data and the sample was split into three groups. The first group was used to conduct exploratory factor analysis, the second to conduct confirmatory factor analysis and to test the predictive validity of the scales, and the third to validate the model and test the hypotheses.
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Details
- Title
- Customer loyalty in interactive media
- Creators
- Kishore Ponnavolu
- Contributors
- Rolph Ely Anderson (Advisor) - Drexel University, Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- x, 223 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 991021888979604721