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Title: E-store loyalty: Longitudinal comparison of website usefulness and satisfaction
Authors: Pee, Loo Geok
Jiang, James
Klein, Gary
Keywords: E-store Loyalty
Experiential Evaluation
Issue Date: 2018
Source: Pee, L. G., Jiang, J., & Klein, G. (2018). E-store loyalty: Longitudinal comparison of website usefulness and satisfaction. International Journal of Market Research, in press.
Series/Report no.: International Journal of Market Research
Abstract: Customer loyalty is vital to the survival of online stores. Many cross-sectional studies have shown that e-store loyalty is strongly affected by perceived website usefulness (PU) and satisfaction with a purchase experience. By its very nature, loyalty develops cumulatively over multiple purchases. Yet, our understanding of how longitudinal changes in PU and satisfaction influence the development of (i.e., change in) loyalty remains limited. Drawing upon the information-processing perspective and experiential perspective of customer evaluation, this study shows that PU has a stronger effect on loyalty in the first purchase. In subsequent purchases, PU changes less (i.e., is more stable) than satisfaction. Furthermore, change in satisfaction has a stronger effect in the development of (i.e., change in) loyalty. This study extends research by clarifying the differential longitudinal changes and effects of two important antecedents of e-store loyalty. For practitioners, the findings suggest a longitudinal approach to initiate and nurture e-store loyalty that focuses on clarifying the usefulness of website to new customers, while increasing the satisfaction of returning customers.
ISSN: 1470-7853
DOI: 10.1177/1470785317752045
Rights: © 2018 The Author(s). This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Market Research, SAGE Publications. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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