Journal
JOURNAL OF RETAILING
Volume 80, Issue 2, Pages 139-158Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2004.04.002
Keywords
loyalty trust; satisfaction; perceived value; service quality; E-tailing
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A four-dimension scale of loyalty that reflects Oliver's [Satisfaction, a Behavioral Perspective on the Consumer, McGraw-Hill, New York, 1997] conceptualization of a sequential loyalty chain is proposed, operationalized, and tested. Further, through both synthesizing and building on existing research into loyalty, trust, satisfaction, value, and service quality, a framework is proposed and tested that positions trust as a pivotal driver of loyalty. Data is collected and analyzed from two surveys of online customers, the first being purchasers of books and the second being a study of online flight purchasing. Analysis suggests that the hypothesized cognitive-affective-conative-action loyalty sequence is statistically most likely out of all possible variations. Although some differences emerge in the two studies, structural modeling largely supports the hypothesized framework and positions trust as central to service dynamics. (C) 2004 by New York University. Published by Elsevier. All rights reserved.
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