How to promote e-customer engagement relationship outcomes: The role of perceived support from customer orientation

The study aims to investigate the influencing mechanism of customer orientation on e-customer engagement relationship outcomes through perceived support for customer. A total of 525 responses to a survey were collected from e-shoppers in china. The results showed that customer focus and customer feedback have a positive effect on perceived rapport and perceived support for customers, which in turn positively influence e-customer engagement relationship outcomes (i.e., online review, word-of-mouth and customer commitment). The findings of this study imply that the e-retailers need to develop appropriate systems and measures to encourage online service workers' customer orientation behaviors which are the competitive attributes when it comes to e-customer commitment and e-customer engagement behaviors.