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Article Dans Une Revue Recherche et Applications en Marketing (English Edition) Année : 2012

Monitoring Customer Relationship in E-Commerce: Which Drivers and Which Effects on Buying Behavior

Résumé

Customer loyalty has become a major objective for e-tailers. Crossing attitudinal data with behavioral data from two e-tailers ( N = 1,796), this research (1) identifies and measures eight relational drivers (aesthetic design, choice, contact, privacy, customization, fulfillment, interactivity, community), (2) underlines their different impacts on the two facets of trust (e-tailers' perceived reliability and benevolence), and (3) demonstrates the total mediating role of relationship commitment between the relational drivers and actual customer patronage behavior.
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Dates et versions

hal-04533126 , version 1 (04-04-2024)

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Gilles N'Goala, Anne-Sophie Cases. Monitoring Customer Relationship in E-Commerce: Which Drivers and Which Effects on Buying Behavior. Recherche et Applications en Marketing (English Edition), 2012, 27 (4), pp.95-117. ⟨10.1177/205157071202700404⟩. ⟨hal-04533126⟩
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