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Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing

Simona Vinerean and Alin Opreana ()
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Simona Vinerean: The Economic University of Bucharest

Expert Journal of Marketing, 2014, vol. 2, issue 1, 1-14

Abstract: This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.

Keywords: Attitude; Hedonic Value; Utilitarian Value; Trust; Customer Satisfaction; Customer Loyalty; Mediation (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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