Building E-Loyalty Across Cultures and Organizational Boundaries

Dianne Cyr and Haizley Trevor-Smith

Chapter 5 in Managing Boundaries in Organizations: Multiple Perspectives, 2003, pp 93-109 from Palgrave Macmillan

Abstract: Abstract Managers and researchers are struggling with the concept of e-loyalty and how trust can be developed in online environments. In an article in the Harvard Business Review, Reichheld and Schetter (2000, 105) suggest building loyalty on the Web does “raise new questions and open new opportunities; it places the old rules in a new context.” Trust has implications for competitiveness, and vendors who are successful in developing relationships with customers online create a “virtuous circle” that can quickly translate into a durable advantage. Less clear is how to build trust in virtual communities, and for the companies that host them. Further, creating loyalty is not related to fads and technological “bells and whistles,” but rather to old-fashioned customer service basics including quality customer support (Reichheld and Schetter 2000).

Keywords: Purchase Intention; Relationship Marketing; Brand Loyalty; Trust Building; Consumer Trust (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51255-9_6

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DOI: 10.1057/9780230512559_6

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