Journal article
CUSTOMER SATISFACTION AND LOYALTY IN E-MARKETS: A PLS PATH MODELING APROACH
Journal of marketing theory and practice, v 19(2), pp 221-234
01 Jan 2011
Abstract
This research investigates the factors that drive customer satisfaction and loyalty in e-markets. Employing qualitative interviews and field research, we identify key factors that drive customer satisfaction in e-businesses and use the partial least squares path modeling technique to evaluate their effect. Six factors are found to significantly affect satisfaction in e-businesses: adaptation, commitment, network, assortment, transaction ease, and engagement. Further, we discover that the positive effect of satisfaction on loyalty is moderated by customer trust and inertia. At lower levels of inertia and trust, customer satisfaction has a greater effect on loyalty. Actionable recommendations are provided for e-business managers to enhance customer satisfaction.
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Details
- Title
- CUSTOMER SATISFACTION AND LOYALTY IN E-MARKETS: A PLS PATH MODELING APROACH
- Creators
- Rolph E. Anderson - Drexel UniversitySrinivasan Swaminathan - Drexel University
- Publication Details
- Journal of marketing theory and practice, v 19(2), pp 221-234
- Publisher
- Taylor & Francis
- Number of pages
- 14
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000211388200007
- Scopus ID
- 2-s2.0-79952785328
- Other Identifier
- 991019167713904721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Business