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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电子服务逃逸和基于客户资产的数字服务客户忠诚度模型

顾客忠诚度是一个重要的指标，因为它对市场份额和经营绩效有积极的影响。了解顾客忠诚度的前因对公司获得和保持竞争优势至关重要。然而，由于其性质的差异，用于解释线下服务中客户忠诚度的模型并不直接适用于数字服务。因此，本研究旨在提供一个基于电子服务逃逸和顾客权益的数字服务顾客忠诚模型，并在不同的数字服务情境下对该模型进行检验。研究范围包括在线视频流媒体、在线银行、在线市场和在线杂货服务。根据数字服务的类型创建了四个独立的问卷表格，并应用于代表样本特征的人。通过面对面访谈共获得有效数据600份。采用结构方程建模方法对模型进行了检验，并进行了多组分析，以评估不同数字服务环境下效果的差异。我们发现，电子服务逃逸和客户权益是数字服务中客户忠诚度的重要决定因素。电子服务逃逸对顾客权益驱动的影响和顾客权益驱动对顾客忠诚的影响随数字服务类型的不同而不同。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.