Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Yoon, Doyle; Choi, Sejung Marina; Sohn, Dongyoung

doi:10.1002/mar.20227

Cited by 128 publications

(114 citation statements)

References 52 publications

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“…Although co-location, facial expression, body language, and speech are not delivered through the online shopping interface, the element of synchronicity can be enhanced through increased download speed. Furthermore, Yoon, Choi, and Sohn (2008) find Web users' perceptions of synchronicity to be associated with perceived relationship investment by e-tailers.…”

Section: Theoretical Framework and Research Hypothesesmentioning

confidence: 95%

Consumer trust in the online retail context: Exploring the antecedents and consequences

Chen

Dibb

2010

Psychology & Marketing

173

110

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This empirical paper explores the antecedents and consequences of trust in the online retail context and examines the moderating role of consumers' familiarity with a Web site in the relationship between Web site quality and trust. Data were collected with an online questionnaire. The research highlights the importance of the Web site interface in consumer online behavior by systematically examining how different quality features affect consumer trust. A multidimensional view of Web site quality with the following dimensions is developed: Web site usability, security and privacy assurance, and product information quality. Trust is shown to lead to positive consequences, such as the formation of positive attitudes and behavioral intentions toward the Web site. The study also identifies the moderating role of Web site familiarity in the relationships between aspects of Web site quality and trust. The implications for e-retailers in terms of Web site design and marketing communications strategy are explored. © 2010 Wiley Periodicals, Inc.The Internet is changing the way consumers shop and live their lives, with global online retail sales reaching $204 billion in 2008(Mulpuru, 2008. Among the factors inhibiting future growth are customer concerns about the privacy of personal information (Yi & Gong, 2008) and a lack of trust in e-commerce vendors (Novak, Hoffman, & Peralta, 1998). Trust has a central role in many such Psychology & Marketing, Vol. 27(4) commercial activities (Lynch, Robert, & Srinivasan, 2001), especially when the trustor depends on, but lacks control over, the trustee (Gefen & Straub, 2004). Internet users can experience this vulnerability because they often lack control over others' access to their personal information. This vulnerability is compounded because Internet shoppers are not able to feel, touch, or try out physical products. Thus, a consumer buying shoes is unable to check the fit, color, or quality of materials before buying. Deprivation of intrinsic cues, such as smell, taste, and texture, increases transaction risks for consumers (Kotha, Rajgopal, & Venkatachalam, 2001), particularly in certain product categories.:Trust and risk are closely interrelated: The higher the perceived risk, the greater the trust needed to facilitate a transaction (Mayer, Davis, & Schoorman, 1995). Consumer attitudes toward online shopping are also affected (Jarvenpaa, Tractinsky, & Vitale, 2000); consumers are unlikely to patronize Internet outlets that fail to generate trust (Jarvenpaa, Tractinsky, & Saarinen, 1999). This is particularly so when the risk associated with a purchase is high. Consequently, continued growth in Internet commerce depends at least in part on the development of trust between suppliers and consumers.In view of the importance of securing trust, online vendors must endeavor to build trust and reduce perceived consumer vulnerability. Research into the antecedents and consequences of trust, and the implications for marketing practices, is therefore an important priority. This st...

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Section: Theoretical Framework and Research Hypothesesmentioning

confidence: 95%

Consumer trust in the online retail context: Exploring the antecedents and consequences

Chen

Dibb

2010

Psychology & Marketing

173

110

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“…For example, Bennett (1996) found that the customer's perceptions of a seller's relationship building efforts lead to a stronger commitment to the company. The level of perceived relationship investment further influences behavioral loyalty both in offline (De Wulf et al, 2001) and online contexts (Park, 2011;Yoon, Choi, & Sohn, 2008). We therefore propose:…”

Section: Perceived Relationship Investmentmentioning

confidence: 99%

Relationship building through Facebook brand pages: the multifaceted roles of identification, satisfaction, and perceived relationship investment

Popp

Wilson

Horbel

et al. 2015

Journal of Strategic Marketing

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“…Electronic direct mailing (e-DM) is known as an online newsletter or e-mail an organization uses to keep customers informed (Yoon et al, 2008). Electronic direct mailing facilitates the personalization of relationships.…”

Section: Electronic Direct Mailing (E-dm)mentioning

confidence: 99%

The Influence of Internet-Based Customer Relationship Management on Customer Loyalty

Lam

Cheung

Lau

2013

CMR

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This research investigates the relationship between the marketing efforts of electronic customer relationship management (e-CRM) and loyalty in Hong Kong's banking industry. A quantitative approach was employed, and 119 valid questionnaires were collected from 150 respondents. All the respondents are account holders of HSBC (the Hong Kong and Shanghai Banking Corporation Limited), the largest bank in Hong Kong. Reliability testing and multiple regression analysis were used to determine the relationships between various independent and dependent variables. The results suggest that all four e-CRM marketing tactics (direct mail, interpersonal communication, preferential treatment, and tangible rewards) play important roles in building customer relationships. There were also significant relationships between the e-CRM marketing tactics and customer relationship quality. The study also found that the latter has a positive impact on customer loyalty. The research results indicate that thorough implementation of e-CRM marketing efforts will heighten customer loyalty towards HSBC.

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Building customer relationships in an electronic age: The role of interactivity of E‐commerce Web sites

Cited by 128 publications

References 52 publications

Consumer trust in the online retail context: Exploring the antecedents and consequences

Consumer trust in the online retail context: Exploring the antecedents and consequences

Relationship building through Facebook brand pages: the multifaceted roles of identification, satisfaction, and perceived relationship investment

The Influence of Internet-Based Customer Relationship Management on Customer Loyalty

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