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

Gilles N'Goala; Anne-Sophie Cases

doi:10.1177/205157071202700404

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Journal article

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

Gilles N'Goala and Anne-Sophie Cases

Recherche et Applications en Marketing (English Edition), Vol.27(4), pp.95-117

01/12/2012

DOI: https://doi.org/10.1177/205157071202700404

Abstract

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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Title: Monitoring Customer Relationship in E-Commerce: Which Drivers and Which Effects on Buying Behavior
Creators - without role: Gilles N'Goala - Université de Montpellier, Montpellier Recherche en Management - MRM
Anne-Sophie Cases - Université de Montpellier, Montpellier Recherche en Management - MRM
Publication Details: Recherche et Applications en Marketing (English Edition), Vol.27(4), pp.95-117
Identifiers: 9946707509311
Academic Unit: Montpellier Recherche en Management - MRM
Language: English
Resource Type: Journal article
Local Fields: hal-04533126