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Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM

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  • Tran, Gina A.
  • Strutton, David

Abstract

For better or worse, satisfied or dissatisfied customers function as trusted branding faces for organizations as they transmit potentially viral messages through E-WOM. These E-WOM messages can prove marketers' best friends or worst enemies, depending on their tenor. With data from actual customers of an e-tailer, this research enriches our understanding of how e-servicescape is linked to E-WOM. E-servicescape captures the online environmental factors of marketers’ websites. Two forms of E-WOM are examined; i.e., emails and social network postings. Customer reviews were investigated as a prospective sub-dimension of e-servicescape. Findings suggest that customer reviews play an integral role in the e-servicescape construct, that e-servicescape positively impacts trust and that trust positively influences E-WOM and customer loyalty. Two groups of customers were compared, and results indicated differences between email and SNS users. Theoretical and managerial insights related to E-WOM and electronic commerce shopping behavior were generated.

Suggested Citation

  • Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    • Handle: RePEc:eee:joreco:v:53:y:2020:i:c:s0969698918307914
    DOI: 10.1016/j.jretconser.2019.03.009
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    8. Gelashvili, Vera & Martínez-Navalón, Juan Gabriel & DeMatos, Nelson & de Brito Correia, Marisol, 2024. "Technological transformation: The importance of E-WOM and perceived privacy in the context of opinion platforms," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    9. Kumar, Ashish, 2021. "An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    10. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    11. Belhadi, Amine & Kamble, Sachin & Benkhati, Imane & Gupta, Shivam & Mangla, Sachin Kumar, 2023. "Does strategic management of digital technologies influence electronic word-of-mouth (eWOM) and customer loyalty? Empirical insights from B2B platform economy," Journal of Business Research, Elsevier, vol. 156(C).
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