The mediating effect of commitment on customer loyalty in e-brokerage: An enhanced investment model

Li Ting Huang, Cheng Kiang Farn, Tsung Chieh Cheng

研究成果: 書貢獻/報告類型會議論文篇章同行評審

摘要

Customers could switch service provider easily because of lower searching cost and identical service in online environment. Most marketing research for customer loyalty emphasizes the effect of satisfaction and switching barrier, derived from investment model. However, how satisfaction and switching barrier influence customer loyalty has been less conclusive. The possible reason is neglect of commitment. We inject the concept of commitment in relationship marketing, which consists of affective and continuous commitment, into investment model for enhancing mediating role of commitment. Empirical results gathered from online survey in virtual financial communities show that commitment is the essential mediator in cultivating customer loyalty. Besides, satisfaction and switching barrier influence loyalty by different component of commitment, affective continuous commitment respectively. Affective commitment is more important than continuous commitment. E-brokerage should pay attention to earning customers' commitment for retaining customers.

原文???core.languages.en_GB???
主出版物標題Association for Information Systems - 11th Americas Conference on Information Systems, AMCIS 2005
主出版物子標題A Conference on a Human Scale
頁面404-413
頁數10
出版狀態已出版 - 2005
事件11th Americas Conference on Information Systems, AMCIS 2005 - Omaha, NE, United States
持續時間: 11 8月 200515 8月 2005

出版系列

名字Association for Information Systems - 11th Americas Conference on Information Systems, AMCIS 2005: A Conference on a Human Scale
1

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???event.eventtypes.event.conference???11th Americas Conference on Information Systems, AMCIS 2005
國家/地區United States
城市Omaha, NE
期間11/08/0515/08/05

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