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Business & Management - Marketing | Online Customer Loyalty - Forecasting the Repatronage Behavior of Online Retail Customers

Online Customer Loyalty

Forecasting the Repatronage Behavior of Online Retail Customers

Nacif, Roberta C.

Softcover reprint of the original 1st ed. 2003, XXII, 361p. 18 illus..

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Technology is changing the way customers and companies interact. How consumer purchasing behavior is affected by the use of technologies which enable them to purchase independently of direct service employee contact - i.e., by shopping via a technological interface rather than in a brick-and-mortar shop - is of great interest to corporations.

Roberta C. Nacif investigates the behavioral consequences of self-service purchases when consumers shop via the Internet. She explores the effects that customers' assessments of service encounters experiences (attitudes) and transactional history (prior behavior) have on their subsequent purchase behavior. She analyzes two aspects of repurchase behavior: customers' decision of whether or not to repurchase from the same retailer and customers' decision about how much money to spend. The author develops a framework describing the motivations of customers to engage in relational market behavior and tests this framework with individualized customer data obtained from a major European online retailer.

Content Level » Research

Keywords » Customer loyalty - E-commerce - Kundenmanagement - Kundenmanagement und Electronic Commerce - Online customers - Online shopping - Repatronage - internet

Related subjects » Marketing

Table of contents 

1 Introduction.- 1.1 Problem description.- 1.2 Research Aim.- 1.3 Structure of the Thesis.- 2 Conceptual Foundations.- 2.1 Service Encounters.- 2.2 Self-service Technology Research.- 2.3 The Internet as a Self-service Technology.- 3 Concept and Importance of Repatronage Decisions.- 4 Conceptual Development of a Repatronage Decision Framework.- 4.1 Relational Market Behavior: Analysis of the Customer Perspective.- 4.2 Relevant Theoretical Concepts.- 4.2.1 Behavioral Theories.- Learning Theories.- Information Processing Theories of Consumer Choice.- Risk Theory.- Cognitive Consistency Theories.- Theory of Reasoned Action.- Equity and Social Exchange Theory.- Summary of Behavioral Theories.- 4.2.2 Economic Theories.- Transaction Cost Economics Framework.- Agency Theory.- Summary of Economic Theories.- 4.2.3 Behavioral and Economic Theories and the Antecedents of Repatronage Decisions.- 4.3 Repatronage Decision Modelling: Analysis of Antecedents.- 4.3.1 Customers’ Electronic Service Quality Perception.- 4.3.2 Customer Satisfaction.- 4.3.3 Trust.- 4.3.4 Behavioral Intentions.- 4.3.5 Effect of Decreasing Comparability of Alternatives.- 4.3.6 Justice Perceptions.- 4.3.7 Product Familiarity.- 4.3.8 Customer Behavior that Signals Bonding.- 4.4 Summary of Hypotheses.- 5 Repatronage Decisions as an Empirical Problem.- 5.1 The Study Design.- 5.1.1 Methodology.- Behavioral Intent Modelling.- Incidence Response Modelling.- Usage Levels Decision Modelling.- 5.1.2 Research Design.- 5.1.3 Data Collection Procedure.- 5.2 Operationalization and Measurement of Constructs.- 5.2.1 Methodological Considerations Regarding the Measurement of the Constructs.- Assessing Content and Face Validity.- Assessing Construct Reliability.- Assessing Construct Convergent Validity.- Assessing Discriminant Validity.- Assessing the Model Parameters.- Summary of Construct Evaluation Criteria.- 5.2.2 Operationalization and Validation of Constructs.- Questionnaire Design.- Operationalization of Endogenous Constructs.- Measurement and Validation of Exogenous Constructs.- Discriminant Validity of Exogenous Constructs.- Measures Overview.- 5.2.3 Sample Description.- 5.3 Model Estimation and Results.- 5.3.1 Logistic Regression Model of Customers’ Repurchase Behavior.- The ‘Full’ Logistic Regression Model.- Results of an Alternative Model.- Cross-Validation of Results.- 5.3.2 Tobit Model of Usage Levels Decision.- 5.4 Discussion of Empirical Findings.- 6 Conclusion.- 6.1 Summary of Findings.- 6.2 Managerial Implications.- 6.3 Limitations and Future Research Directions.- A Internet Statistics.- B Questionnaire.- C Comparison Between Groups.- References.

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