A Dynamic Examination of Online Customer Gratitude and Trust

Past literature has suggested that the relationship between enterprises and customers is likely to change over time; still, most scholars test their theoretical models by using measures of the relational constructs that represent a static point in time. Based on relationship dynamics theory, this st...

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Published in:Tai Da Guan Li Lun Cong 2021-08, Vol.31 (2), p.1
Main Authors: Min-Hsin Huang, Li-Ting, Shih, 黃明新, 麗婷施
Format: Article
Language:chi ; eng
Subjects:
Brand loyalty
Consumer attitudes
Customer relations
Electronic commerce
Relationship marketing
Trust
Velocity
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Li-Ting, Shih
黃明新
麗婷施
description Past literature has suggested that the relationship between enterprises and customers is likely to change over time; still, most scholars test their theoretical models by using measures of the relational constructs that represent a static point in time. Based on relationship dynamics theory, this study adopts the concepts of gratitude velocity and trust velocity, and uses longitudinal data gathered from online customers to examine how these constructs influence customers’ attitudinal and behavioral loyalty. We find gratitude velocity and trust velocity have significant positive effects on both forms of customer loyalty respectively. We also find that relationship benefits also have positive impacts on velocity. Our findings strengthen the literature regarding relationship marketing in e-commerce.
doi_str_mv 10.6226/NTUMR.202108_31(2).0001
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subjects Brand loyalty
Consumer attitudes
Customer relations
Electronic commerce
Relationship marketing
Trust
Velocity
title A Dynamic Examination of Online Customer Gratitude and Trust
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