Title :
Online Relational Bond, Trust and Customer Loyalty
Author :
Chih, Wen-Hai ; Huang, Ling-Chu ; Yang, Tsung-Ju ; Cho, Hsien-Ping
Author_Institution :
Dept. of Bus. Adm., Nat. Dong-Hwa Univ., Hualien
Abstract :
With the online shopping market growing year by year, how to manage customer relationship has become an important issue for the online business industry. It is worth studying whether the relationship marketing theories of the past based on the physical channels are applicable to the Internet environment. This study establishes model to verify the impact of the relational bonds on trust and customer loyalty and the findings are: first, different relational bonds all have positive impact both on trust and customer loyalty; second, among all the preceding variables affecting trust and customer loyalty, the impact is in the following sequence: social bond, financial bond and structural bond; third, trust has the mediating effects between various relational bonds and customer loyalty.
Keywords :
customer relationship management; electronic commerce; retail data processing; customer loyalty; customer relationship management; financial bond; online relational bond; online shopping market; social bond; structural bond; trust; Bonding; Business communication; Conference management; Customer relationship management; Engineering management; Environmental management; Industrial relations; Information management; Internet; Technology management; customer loyalty; online store; relational bonds; trust;
Conference_Titel :
Information Management and Engineering, 2009. ICIME '09. International Conference on
Conference_Location :
Kuala Lumpur
Print_ISBN :
978-0-7695-3595-1
DOI :
10.1109/ICIME.2009.136