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The Development of Loyalty with Online Services Customers

Apostolos Giovanis

Abstract: The purpose of this study is to propose and empirically validate a model explaining how the loyalty of individual users of online retailing services is formed. In order to achieve this, first, the constructs contributing to online customer loyalty have been identified and subsequently have been operationalized by considering their reflective or formative character. Previous studies in the field of online services leads us to consider transaction quality, represented by e-service quality provided by service providers, and e-relationship quality, reflecting customers e-satisfaction and e-trust from relationship management actions performed by service providers, as main determinants of e-loyalty. On evidence drawn, through a dedicated research instrument, from 485 online customers in Greece, the modelling framework under investigation was empirically validated. The results indicated that e-relationship quality has a direct impact on e-loyalty, and e-service quality also creates e-loyalty partially mediated by e-relationship quality. The proposed model helps to advance the understanding of the creation of loyalty in the online retailing services context.

Additional Info

  • Author(s) Name: Apostolos Giovanis[1]
  • Author(s) Affiliation: [1]Department of Business Administration, Technological Educational Institute of Athens, Egaleo, Athens, Greece
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: e-loyalty; e-relationship quality; e-satisfaction; e-trust; e-service quality; e-commerce; online consumer behavior
  • Article Type: Research
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