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New Insights into Consumer Loyalty of Website-Services: The Quadratic Effect of Flow
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Author(s): Jamie Carlson (University of Newcastle, Australia), Dennis Ahrholdt (Hamburg School of Business Administration (HSBA), Germany), Ramaswami Sridharan (University of Newcastle, Australia)and Togar Simatupang (Bandung Institute of Technology, Indonesia)
Copyright: 2013
Pages: 12
Source title:
E-Marketing in Developed and Developing Countries: Emerging Practices
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK and Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/978-1-4666-3954-6.ch015
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Abstract
This chapter contributes to the study of flow theory development in the online environment by analysing its quadratic effects on consumer loyalty and flow’s role acting in parallel with satisfaction and trust. In doing so, the research reveals efficient key resource allocation implications to enhance consumer loyalty, as well as future research directions to further advance the development of flow theory.
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