Unlocking E-Customer Loyalty

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Author(s): Alvin Y.C. Yeo (University of Western Australia, Australia)and Michael K.M. Chiam (University of Western Australia, Australia)
Copyright: 2008
Pages: 12
Source title: Electronic Commerce: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Annie Becker (Florida Institute of Technology, USA)
DOI: 10.4018/978-1-59904-943-4.ch011

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Marketers are working to improve loyalty apace. This chapter introduces an integrative framework for examining the relative impacts of corporate image, customer trust, and customer value on e-customer loyalty. Importantly, the authors hope that the accompanying suggested strategies would enable marketing managers to craft more compelling value propositions and effective marketing-mix strategies.

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