Journal article
Customer loyalty in e-commerce: an exploration of its antecedents and consequences
Journal of retailing, Vol.78(1), pp.41-50
2002
Abstract
This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. We identify eight factors (the 8Cs—customization, contact interactivity, care, community, convenience, cultivation, choice, and character) that potentially impact e-loyalty and develop scales to measure these factors. Data collected from 1,211 online customers demonstrate that all these factors, except convenience, impact e-loyalty. The data also reveal that e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion and willingness to pay more.
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Details
- Title
- Customer loyalty in e-commerce: an exploration of its antecedents and consequences
- Creators
- Srini S. Srinivasan - Drexel UniversityRolph Anderson - Drexel UniversityKishore Ponnavolu - McKinsey & Company
- Publication Details
- Journal of retailing, Vol.78(1), pp.41-50
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Identifiers
- 991019167793004721
InCites Highlights
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- Web of Science research areas
- Business