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.