Internet retail customer loyalty: the mediating role of relational benefits

The application of technology-based self-service in service delivery has grown rapidly in recent years, but our current understanding of customer retention and satisfaction in such contexts remains limited. This paper proposes a conceptual framework that utilizes the construct of relational benefits...

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Bibliographic Details
Published in:International journal of service industry management 2003-12, Vol.14 (5), p.483-500
Main Authors: Ju Rebecca Yen, Hsiu, Gwinner, Kevin P
Format: Article
Language:English
Subjects:
Brand loyalty
Consumers
Customer loyalty
Customer relations
Customer retention
Customer satisfaction
Customer services
Electronic commerce
Employees
Hypotheses
Internet
Internet access
Literature reviews
Marketing
Selfservice
Social benefits
Statistical analysis
Studies
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Summary:The application of technology-based self-service in service delivery has grown rapidly in recent years, but our current understanding of customer retention and satisfaction in such contexts remains limited. This paper proposes a conceptual framework that utilizes the construct of relational benefits to explain the link between Internet-based self-service technology attributes and customer loyalty and satisfaction. The framework posits that confidence and special treatment benefits mediate the impact of Internet self-service technology attributes on customer loyalty and satisfaction. The results of an empirical study using two contexts finds support for a fully mediated model. That is, confidence benefits mediate the impact of perceived control and performance on customer loyalty and satisfaction, while special treatment benefits mediate the relationship of efficiency and convenience with customer loyalty and satisfaction. The findings afford not only practical implications for marketers but also directions for future research on customer relational benefits and Internet-based self-service.
ISSN:0956-4233
1757-5818
1758-6704
1757-5826
DOI:10.1108/09564230310500183