Abstract
This study aims to examine the relation between customer satisfaction and loyalty and introduce the roles of commitment, trust, involvement, and perceived value as the mediators in the formation of e-loyalty. A web based consumer survey was used for data collection. Findings of the study suggest that perceived value proved to be a complete mediator between satisfaction and loyalty, while commitment, trust, and involvement each proved to be partial mediators between satisfaction and loyalty. The results have implications for the retention of satisfied customers and encourage businesses to do their best to retain loyal customers in an e-commence context.
Chapter PDF
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Chen, SC. (2015). A Study of Customer E-Loyalty: The Role of Mediators. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_112
Download citation
DOI: https://doi.org/10.1007/978-3-319-11797-3_112
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11796-6
Online ISBN: 978-3-319-11797-3
eBook Packages: Business and EconomicsBusiness and Management (R0)