The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty

David Jingjun Xu · Izak Benbasat · Ronald T. Cenfetelli

64 citations0/0 files storedJournal of the Association for Information Systems

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Customer loyalty is a key driver of financial performance for online firms. The effect of service quality on customer loyalty has been well established. Yet, there is a paucity of research that has studied the cost of obtaining service quality during the service process and the service outcome influenced by such cost. We extend previous research and propose the 3S Customer Loyalty Model by integrating sacrifice and service outcome as additional important service dimensions together with service quality when predicting online customer loyalty, and examining how their influences on loyalty vary across customers with different degrees of product knowledge. Further, we theorize that service quality and sacrifice -- as service process dimensions -- influence service outcome, and we theorize how “live help” technology improves customer perceptions of service quality and sacrifice. The empirical results indicate that 1) customer loyalty increases with higher perceived service quality, lower perceived sacrifice, and better perceived service outcome, 2) service quality and sacrifice influence service outcome, 3) customer product knowledge negatively moderates the relationship between service quality and online customer loyalty and positively moderates the relationship between sacrifice and customer loyalty, and 4) live help technology enhances service quality and reduces sacrifice. These findings support the theoretical importance of including sacrifice and service outcome (parallel with service quality) as antecedents of online customer loyalty. Our study also advances the theoretical understanding of what service process consists of and how the service process (i.e. service quality and sacrifice) influences service outcome.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 64 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1986Self-Reports in Organizational Research: Problems and Prospects 1990Foundations of social theory

Cited by

2020Cross-Side Network Effects, Brand Equity, and Consumer Loyalty: Evidence from Mobile Payment Market 2024A Conceptual Approach to Understanding the Customer Experience in E-Commerce: An Empirical Study 2015Moving from Evaluation to Trial: How do SMEs Start Adopting Cloud ERP?2017An Integrated Temporal Model of Belief and Attitude Change: An Empirical Test With the iPad 2014Agility in consumer retail: Sense-Response Alignment through the eyes of customers

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.