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

Gilles N'Goala and Anne-Sophie Cases
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Gilles N'Goala: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier
Anne-Sophie Cases: MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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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.

Date: 2012-12-01
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Published in Recherche et Applications en Marketing (English Edition), 2012, 27 (4), pp.95-117. ⟨10.1177/205157071202700404⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04533126

DOI: 10.1177/205157071202700404

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