Customer Satisfaction and Loyalty in E-Markets: A PLS Path Modeling Approach

This research investigates the factors that drive customer satisfaction and loyalty in e-markets. Employing qualitative interviews and field research, we identify key factors that drive customer satisfaction in e-businesses and use the partial least squares path modeling technique to evaluate their...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 19; no. 2; pp. 221 - 234
Main Authors Anderson, Rolph E., Swaminathan, Srinivasan
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.04.2011
Association of Marketing Theory and Practice
Assoc
Taylor & Francis Ltd
Subjects
Adaptation
Brand loyalty
Customer satisfaction
Customer services
Customers
Electronic commerce
Inertia
Marketing
Marketing strategies
Modeling
Nurturance
Product lines
Purchase options
Shopping
Studies
Websites
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Summary:This research investigates the factors that drive customer satisfaction and loyalty in e-markets. Employing qualitative interviews and field research, we identify key factors that drive customer satisfaction in e-businesses and use the partial least squares path modeling technique to evaluate their effect. Six factors are found to significantly affect satisfaction in e-businesses: adaptation, commitment, network, assortment, transaction ease, and engagement. Further, we discover that the positive effect of satisfaction on loyalty is moderated by customer trust and inertia. At lower levels of inertia and trust, customer satisfaction has a greater effect on loyalty. Actionable recommendations are provided for e-business managers to enhance customer satisfaction.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
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ISSN:1069-6679
1944-7175
DOI:10.2753/MTP1069-6679190207