在线旅程的决定因素及其对与在线客户忠诚度相关的在线客户满意度的影响

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2019-05-21 DOI:10.1504/IJEMR.2019.10021473

S. Nurlaela, U. Sumarwan, M. Najib

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引用次数: 4

摘要

本研究的目的是确定在线旅程的决定因素，并调查其对印尼网店中在线客户满意度和忠诚度的影响。我们开发了Mangiaracina等人的在线旅程模型。（2009）：网站登陆、产品发现、产品展示、购物车管理和结账。为完成旅程而增加的交付阶段。SEM分析用于识别潜在变量的积极影响。结果表明，在线旅程的四个阶段对在线客户满意度有显著的正向影响，即产品发现、产品展示、购物车管理和交付。此外，在线客户满意度显著影响在线客户忠诚度。这表明在线旅程在监测在线客户满意度和忠诚度时很重要。网店企业可以通过在线旅程模型来评估其服务质量。决定因素影响的大小可以作为设定客户体验改进优先级的指标。

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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Determinants of online journey and its influence on online customer satisfaction associated with online customer loyalty

The purposes of this study are to identify the determinants of online journey and investigate its influence to online customer satisfaction and loyalty in the Indonesian online shop context. We develop the online journey model by Mangiaracina et al. (2009): site landing, product discovery, product presentation, cart management, and check-out. The delivery stages added to complete the journey. SEM analysis used to identify the positive influence of latent variables. The results showed that four stages of online journey had a significant positive effect on online customer satisfaction, i.e., product discovery, product presentation, cart management, and delivery. Moreover, online customer satisfactions influence the online customer loyalty significantly. It indicates that online journey important to consider in monitoring the online customer satisfaction and loyalty. The online shop companies can evaluate their service quality by online journey model. The magnitude of determinants influences can be indicator to set the customers experience improvement priorities.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.