Notice of RetractionThe effects of customer bonding tactics of e-tailors on customer retention orientation

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

Customer bonding tactics are critical practices of relationship marketing. Studies have examined the effects of different types of relationship marketing tactics on customer retention orientation, but empirical research that focuses on the application of customer bonding tactics in an e-environment is relatively spare. This paper investigates the effects of customer bonding tactics of e-tailors on customer retention orientation in China. Findings indicated that financial bonding tactics, social bonding tactics and structural bonding tactics have positive influences on customer retention orientation. Finally, implications, limitations and future researches are discussed.