Simona VINEREAN Alin OPREANA

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

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.
JEL ClassificationM31

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Author(s)

Simona VINEREAN
The Bucharest University of Economic Studies

Alin OPREANA
Lucian Blaga University of Sibiu

Correspondence

Simona Vinerean, The Bucharest University of Economic Studies

Article History

Received: February 4, 2014
Accepted: March 10, 2014
Available Online: March 20, 2014

Cite Reference

Vinerean, S., Opreana, A., 2014. Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing. Expert Journal of Marketing, 2(1), pp.1-14

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