The Affective and Cognitive Impacts of Perceived Touch on Online Customers' Intention to Return in the Web-based eCRM Environment
Electronic Customer Relationship Management (ECRM) systems focus on a website as the interaction channel for creating a one-to-one relationship with customers via various â€œtouchâ€ options. The intention of such technologies is to affectively and cognitively impact on online customersâ€™ intention to return to the website. To capture the influence of eCRM systems, we define a construct, Perceived Touch, to differentiate the customerâ€™s perception of the touch received from the actual level of touch deployed. We report the results of an empirical study that provides evidence that Perceived Touch positively influences customersâ€™ Behavioral Intention to Return via both affective and cognitive routes. Our results show that Perceived Touch provides a theoretical underpinning for eCRM system design and suggests that e-business managers invest in the design and evaluation of the usersâ€™ perception of touch options and pay special attention to affective quality manipulation.
Volume (Year): 5 (2007)
Issue (Month): 1 (January)
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