A Customer Loyalty Model for E-Service Context

While the importance of customer loyalty has been recognized in the marketing literature for at least three decades, the conceptualization and empirical validation of a customer loyalty model for e-service context has not been addressed. This paper describes a theoretical model for investigating the three main antecedent influences on loyalty (attitudinal commitment and behavioral loyalty) for e-service context: trust, customer satisfaction, and perceived value. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. These hypotheses were tested empirically to demonstrate the applicability of the theoretical model. The results indicate that trust, customer satisfaction, perceived value, and commitment are separate constructs that combine to determine the loyalty, with commitment exerting a stronger influence than trust, customer satisfaction, and perceived value. Customer satisfaction and perceived value were also indirectly related to loyalty through commitment. Finally, the authors discuss the managerial and theoretical implications of these results.