在电子商务中建立忠诚:商业和顾客特征的影响

IF 0.7

Journal of Marketing Channels Pub Date : 2018-04-03 DOI:10.1080/1046669X.2019.1646184

Srinivasan Swaminathan, Rolph E. Anderson, Lei Song

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引用次数: 11

摘要

了解、建立和预测电子商务中的客户忠诚度是长期盈利的关键活动。成功地开展这些活动是具有挑战性的，因为商业组织和客户因素的复杂组合可能会影响和推动电子忠诚度。我们证明了商业因素，如信誉、电子满意度和网站知识，以及客户因素，如惯性、创新和进取，都会影响电子忠诚度。我们的分析表明，商业信誉受到电子商务声誉及其与客户自我形象的一致性的影响;顾客价值感知、关心和选择的e-满意;通过客户经验、参与和专业知识来获得站点知识。商业因素约占已解释的电子忠诚度变化的75%，客户因素占其余部分。了解驱动客户忠诚度的可控业务因素和不可控客户因素，可以使电子商务零售商不断评估这些因素，并在营销策略上做出适当的改变。

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Building loyalty in e-commerce: Impact of business and customer characteristics

Abstract Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers’ self-image; e-satisfaction by the customers’ value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.