The four levels of loyalty and the pivotal role of trust: a study of online service dynamics

被引:724
作者
Harris, LC [1 ]
Goode, MMH [1 ]
机构
[1] Cardiff Univ, Cardiff Business Sch, Cardiff, S Glam, Wales
关键词
loyalty trust; satisfaction; perceived value; service quality; E-tailing;
D O I
10.1016/j.jretai.2004.04.002
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:139 / 158
页数:20
相关论文
共 157 条
[1]  
AAKER DA, 1991, MANAGINBHG BRAND EQU
[2]  
ALEXANDER KL, 2003, WASHINGTON POST 0311, pE1
[3]  
Anderson E., 2000, J SERV RES-US, V3, P107, DOI DOI 10.1177/109467050032001
[4]   THE ANTECEDENTS AND CONSEQUENCES OF CUSTOMER SATISFACTION FOR FIRMS [J].
ANDERSON, EW ;
SULLIVAN, MW .
MARKETING SCIENCE, 1993, 12 (02) :125-143
[5]   CUSTOMER SATISFACTION, MARKET SHARE, AND PROFITABILITY - FINDINGS FROM SWEDEN [J].
ANDERSON, EW ;
FORNELL, C ;
LEHMANN, DR .
JOURNAL OF MARKETING, 1994, 58 (03) :53-66
[6]   STRUCTURAL EQUATION MODELING IN PRACTICE - A REVIEW AND RECOMMENDED 2-STEP APPROACH [J].
ANDERSON, JC ;
GERBING, DW .
PSYCHOLOGICAL BULLETIN, 1988, 103 (03) :411-423
[7]   E-satisfaction and e-loyalty: A contingency framework [J].
Anderson, RE ;
Srinivasan, SS .
PSYCHOLOGY & MARKETING, 2003, 20 (02) :123-138
[8]  
[Anonymous], HARVARD BUSINESS REV
[9]  
[Anonymous], 1980, ALTRUISM SOCIALISATI
[10]  
[Anonymous], P 5 ANN C ADV RES FD