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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: 2005
Pages: 17
Source title:
Advances in Electronic Marketing
Source Author(s)/Editor(s): Irvine Clarke III (James Madison University, USA)and Theresa B. Flaherty (James Madison University, USA)
DOI: 10.4018/978-1-59140-321-0.ch002
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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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