Loyalty Differences in the Effect of Negative Critical Incidents and Quality Attributes Satisfaction: An Empirical Study of Online Shopping
Kwoting Fang (National Yunlin University of Science & Technology, Taiwan), Ya-Yueh Shih (National Chiao Tung University, Taiwan and Ming Hsin University of Science & Technology, Taiwan) and Duen-Ren Liu (National Chiao Tung University, Taiwan)
Copyright: © 2004
This chapter introduces the effect of negative critical incidents and quality attributes satisfaction to heed the call for theoretically based empirical work in terms of loyalty difference on Internet shopping. There are some findings and recommendations. First, FNCIs would affect overall satisfaction indirectly by QASAT. Second, either highly loyal customers or less loyal customers, although the important order of relationship between four latent factors of QASAT and FNCIs are not equal, have causal relationships that were all significant. Third, the slow response that affected overall satisfaction indirectly by QASAT seems to be more important to customers who have less purchase frequency or purchase amount than higher ones. Finally, online bookstores with incomplete content that have untrustworthy transactions would affect overall satisfaction indirectly to customers with high loyalty by QASAT; this seems to be more important than it is to less loyal customers. It is hoped that the results of this chapter could provide a valuable strategy for marketers to rethink how they can find out and reduce the FNCIs that customers may encounter.