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dc.contributor.authorXu, David Jingjun
dc.contributor.authorBenbasat, Izak
dc.contributor.authorCenfetelli, Ronald T.
dc.date.accessioned2012-06-19T14:29:57Z
dc.date.available2012-06-19T14:29:57Z
dc.date.issued2011
dc.identifier.citationXu, Jingjun (David); Benbasat, Izak; and Cenfetelli, Ron (2011) "The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty," Journal of the Association for Information Systems: Vol. 12: Iss. 11, Article 1.en_US
dc.identifier.issn1536-9323
dc.identifier.urihttp://hdl.handle.net/10057/5148
dc.identifier.urihttp://aisel.aisnet.org/jais/vol12/iss11/1
dc.descriptionClick on the 2nd link below to access full text of this article free of change at the publisher's website.en_US
dc.description.abstractCustomer 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.en_US
dc.language.isoen_USen_US
dc.publisherAssociation for Information Systemsen_US
dc.relation.ispartofseriesJournal of the Association of Information Systems;2011:, v.12, no.11
dc.subjectSacrificeen_US
dc.subjectService outcomeen_US
dc.subjectService processen_US
dc.subjectService qualityen_US
dc.subjectCustomer product knowledgeen_US
dc.subjectLive help technologyen_US
dc.subjectOnline customer loyaltyen_US
dc.subject3S Customer loyalty modelen_US
dc.titleThe effects of service and consumer product knowledge on online customer loyaltyen_US
dc.typeArticleen_US
dc.rights.holderCopyright by the Association for Information Systems, 2011


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