How about integration: the impact of online activities on store satisfaction and loyalty
Although there has been widespread support for the concept of integrating the Internet with other channels, relatively little empirical research has been conducted in this area. This paper examines the effects of integrated online activities on customer perceptions, i.e., satisfaction and loyalty, as well as customer behavior, i.e., purchases. As this study focuses on a nontransaction site, the purchases only take place in the store. Through structural equation modeling, we test a model that determines the relationships between loyalty and satisfaction in two channels – the store and the web site –, as well as the antecedents of both store and site satisfaction. The results provide evidence for synergy effects between the store and the site. Site satisfaction and site loyalty are both positively and significantly related to their offline counterparts. Store loyalty and site loyalty are also positively and significantly related to each other, but the relationship between store satisfaction and site satisfaction is not significant. The online activities do not directly influence offline purchases, but there is an indirect effect via store loyalty. However, the magnitude of this effect is rather small.
|Date of creation:||2004|
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- Dahl N, Micael & Rasch, Alexandra & Rosengren, Sara, 2003. "Love at First Site? A Study of Website Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 43(01), pages 25-33, March.
- Bolton, Ruth N & Drew, James H, 1991. " A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 375-84, March.
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