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07-02-2018

A Meta-analysis of Satisfaction-Loyalty Relationship in E-Commerce: Sample and Measurement Characteristics as Moderators

Authors: Dong Wang, Yong Zha, Gongbing Bi, Yujing Chen

Published in: Wireless Personal Communications | Issue 1/2018

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Abstract

With the development of the internet, practitioners and researchers alike need a cumulative, quantitative understanding of the satisfaction-loyalty relationship within the e-commerce domain. We conduct a meta-analysis that aggregates empirical findings from multiple literature fields to examine the relationship between e-satisfaction and several types of loyalty performance. The cumulative data suggest that e-satisfaction strongly influences attitudinal loyalty (e.g., trust, word-of-mouth, commitment), behavioral loyalty (e.g., repurchase intention, continuance intention) and composite loyalty. Additionally, using a regression analysis, we find that industry characteristics (high-monopoly vs. highly competitive), object satisfaction (product/service satisfaction vs. brand satisfaction) and questionnaire type (paper vs. online questionnaire) moderate the satisfaction-loyalty relationship in e-commerce. The results serve as a data-based foundation and guide future theoretical and empirical research on the satisfaction-loyalty relationship in the e-commerce domain, and they also support practical development. Our study not only deepens the understanding of the e-satisfaction-loyalty relationship but also identifies the right samples and measurement methods. Additionally, we provide guidance to enterprise management in e-commerce by showing that promoting e-satisfaction, reinforcing brand satisfaction, and understanding the industry structure are advantages for enterprises to increase their revenue.

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Title: A Meta-analysis of Satisfaction-Loyalty Relationship in E-Commerce: Sample and Measurement Characteristics as Moderators
Authors: Dong Wang
Yong Zha
Gongbing Bi
Yujing Chen
Publication date: 07-02-2018
Publisher: Springer US
Published in: Wireless Personal Communications / Issue 1/2018
Print ISSN: 0929-6212
Electronic ISSN: 1572-834X
DOI: https://doi.org/10.1007/s11277-018-5488-9

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