Unlocking E-Customer Loyalty

Unlocking E-Customer Loyalty

Alvin Y.C. Yeo (University of Western Australia, Australia) and Michael K.M. Chiam (University of Western Australia, Australia)
Copyright: © 2005 |Pages: 17
DOI: 10.4018/978-1-59140-321-0.ch002
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

Marketers are working to improve loyalty apace. This chapter introduces an integrative framework for examining the relative impacts of corporate image, customer trust, and customer value on e-customer loyalty. Importantly, the authors hope that the accompanying suggested strategies would enable marketing managers to craft more compelling value propositions and effective marketing-mix strategies.

Complete Chapter List

Search this Book:
Reset