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


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.

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