E-servicescape and customer equity based customer loyalty model for digital services

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2025-01-01 DOI:10.1016/j.elerap.2024.101475

Feyza Nur Ozkan, Ahmet Sekerkaya

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引用次数: 0

Abstract

Customer loyalty is a significant metric due to its positive effects on market share and business performance. Understanding the antecedents of customer loyalty is vital for companies to gain and maintain competitive advantage. However, the models developed to explain customer loyalty in offline services are not directly applicable to digital services due to differences in their nature. Hence, this study aimed to provide an e-servicescape and customer equity-based customer loyalty model for digital services and test this model in different digital service contexts. The research scope includes online video streaming, online banking, online marketplace, and online grocery services. Four separate questionnaire forms were created depending on the types of digital services and applied to the people representing sample characteristics. A total of 600 valid data were obtained through face-to-face interviews. A structural equation modeling approach was employed to test the model, and the multi-group analyses were performed to evaluate the differences in effects for different digital services contexts. We found that e-servicescape and customer equity are significant determinants of customer loyalty in digital services. The effects of e-servicescape on customer equity drivers and customer equity drivers’ effects on customer loyalty differ according to digital service type.

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.