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Managing customer trust, satisfaction and
loyalty of e-tailer services is very important for the long-term growth of many
companies. Previous research has shown that online retailers have difficulty
retaining customers despite the recent rapid growth of B2C (Business to
Customer) e-commerce applications. Numerous studies have empirically examined
the trust, satisfaction and loyalty attitudes of B2C e-commerce customers in
various countries

It is a market reality that marketing
managers sometimes impose change costs on their customers, to prevent them from
switching to new suppliers. In a competitive environment, such as the Internet
market, where competition can only be a click away, can costs be turned into an
exit barrier and can a compelling element of customer loyalty be amended? To
solve this problem, this article examines the moderating effects of transfer
costs on customer loyalty through satisfaction and perceived value measures.
The results, evoked from an online survey of online service users, indicate
that businesses that focus on customer loyalty should focus primarily on
satisfaction and perceived value. The moderating effects of change costs on the
association of customer loyalty and customer satisfaction and perceived value
are significant only when the level of customer satisfaction or perceived value
is above average. In light of the key findings, the article sets out strategic
implications for customer loyalty in the context of e-commerce. © 2004 Wiley
Periodicals, Inc.

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According to the Census Bureau’s Monthly
Retail Trade Survey, retail sales in 2000 were $ 25.8 billion, 49% higher than
1999 ($ ??17.3 billion) 1. stores, including greater flexibility, increased
market reach, lower cost structures, faster transactions, broader product
lines, greater convenience and customization. However, online retail also
presents its own challenges. Companies competing in the world of e-commerce are
just a few

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