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Monitoring Customer Relationship in E-Commerce: Which Drivers and Which Effects on Buying Behavior

Author

Listed:
  • Gilles N'Goala

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

  • Anne-Sophie Cases

    (MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier)

Abstract

Customer loyalty has become a major objective for e-tailers. Crossing attitudinal data with behavioral data from two e-tailers ( N = 1,796), this research (1) identifies and measures eight relational drivers (aesthetic design, choice, contact, privacy, customization, fulfillment, interactivity, community), (2) underlines their different impacts on the two facets of trust (e-tailers' perceived reliability and benevolence), and (3) demonstrates the total mediating role of relationship commitment between the relational drivers and actual customer patronage behavior.

Suggested Citation

  • Gilles N'Goala & Anne-Sophie Cases, 2012. "Monitoring Customer Relationship in E-Commerce: Which Drivers and Which Effects on Buying Behavior," Post-Print hal-04533126, HAL.
    • Handle: RePEc:hal:journl:hal-04533126
    DOI: 10.1177/205157071202700404
    as

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