Title :
Customer orientation pays off: How E-tailers build customer trust successfully
Author :
Yuan, Xina ; Chen, Xi ; Guo, Zhaoyang ; Chu, Kyuonghee
Author_Institution :
Dept. of Enterprise Manage., Xiamen Univ., Xiamen, China
Abstract :
This study attempts to investigate how perceived information quality (PIQ) and perceived customer orientation (PCO) engage in affecting customer trust. These two constructs are expected to have direct and synergistic effects on customer trust during an online shopping. This article exploits the moderating role of PCO in the effect of PIQ on customer trust, in addition to the direct effects of PIQ and PCO. Results show the substantial direct effect of PIQ and PCO, and the interactive effect of PIQ and PCO. The moderating effect of PCO means that the strength of the relationship between PIQ and customer trust in E-tailers decreases as perceived PCO increases.
Keywords :
Internet; customer services; retail data processing; customer orientation; customer trust; e-tailers; online shopping; perceived customer orientation; perceived information quality; Buildings; Companies; Customer satisfaction; Internet; Uncertainty; Web sites; Customer Orientation; E-tailer; Information quality; Trust;
Conference_Titel :
Service Systems and Service Management (ICSSSM), 2011 8th International Conference on
Conference_Location :
Tianjin
Print_ISBN :
978-1-61284-310-0
DOI :
10.1109/ICSSSM.2011.5959399
