Alin OPREANA • Simona VINEREAN

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

Expert Journal of Marketing
2(1)
pp. 1-14
The Author(s). 2014

Received: February 4, 2014
Accepted: March 10, 2014
Published: March 20, 2014
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.
Keywords
JEL Classification M31
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Article Rights and License
© 2014 The Authors. Published by Sprint Investify. ISSN 2359-7712. This article is licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License
Corresponding Author
Simona Vinerean, The Bucharest University of Economic Studies
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Author(s)

Alin OPREANA
Lucian Blaga University of Sibiu

Simona VINEREAN
The Bucharest University of Economic Studies
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