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標題: Maintaining a committed online customer: A study across search-experience-credence products
作者: Hsieh, Y.C.
Chiu, H.C.
Chiang, M.Y.
關鍵字: relationship marketing;relational bonds;information asymmetry;Internet;trust;information;commitment;services;consequences;variables;providers;commerce;issues;impact
Project: Journal of Retailing
期刊/報告no:: Journal of Retailing, Volume 81, Issue 1, Page(s) 75-82.
The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. In response, this study investigates the effects of various relational bonds on customer commitment across search-experience-credence goods/services on Internet. The results suggest that financial, social, and structural bonds have positive impacts on customer commitment. In addition, financial bonds are more successful in strengthening customer commitment for search goods/services than for experience or credence goods/services. Structural bonds are more important for credence and experience goods/services than for search goods, and social bonds are almost equally important for all three types of goods/service. (c) 2005 New York University. Published by Elsevier Inc. All rights reserved.
ISSN: 0022-4359
DOI: 10.1016/j.jretai.2005.01.006
Appears in Collections:期刊論文

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