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Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing

Author

Listed:
  • Simona VINEREAN

    (The Economic University of Bucharest)

  • Alin OPREANA

    (Lucian Blaga University of Sibiu)

Abstract

This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.

Suggested Citation

  • Simona VINEREAN & Alin OPREANA, 2014. "Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing," Expert Journal of Marketing, Sprint Investify, vol. 2(1), pages 1-14.
    • Handle: RePEc:exp:mkting:v:2:y:2014:i:1:p:1-14
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    References listed on IDEAS

    as
    1. Alin OPREANA, 2013. "Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 17-27.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    4. Alin OPREANA, 2013. "Segmentation of Employee Perceptions in Relation to Corporate Social Responsibility Practices," Expert Journal of Business and Management, Sprint Investify, vol. 1(1), pages 15-28.
    5. Liu, Chuanlan & Forsythe, Sandra, 2011. "Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 101-109.
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    More about this item

    Keywords

    Attitude; Hedonic Value; Utilitarian Value; Trust; Customer Satisfaction; Customer Loyalty; Mediation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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