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Website Quality, Perceived Flow, Trust, and Commitment: Developing a Customer Relationship Management Model

Website Quality, Perceived Flow, Trust, and Commitment: Developing a Customer Relationship Management Model

Md Shamim Hossain, Mst Farjana Rahman
Copyright: © 2021 |Pages: 25
ISBN13: 9781799876038|ISBN10: 1799876039|ISBN13 Softcover: 9781799876045|EISBN13: 9781799876052
DOI: 10.4018/978-1-7998-7603-8.ch013
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MLA

Hossain, Md Shamim, and Mst Farjana Rahman. "Website Quality, Perceived Flow, Trust, and Commitment: Developing a Customer Relationship Management Model." Impact of Globalization and Advanced Technologies on Online Business Models, edited by Ree Chan Ho, et al., IGI Global, 2021, pp. 202-226. https://doi.org/10.4018/978-1-7998-7603-8.ch013

APA

Hossain, M. S. & Rahman, M. F. (2021). Website Quality, Perceived Flow, Trust, and Commitment: Developing a Customer Relationship Management Model. In R. Ho, A. Hou Hong Ng, & M. Nourallah (Eds.), Impact of Globalization and Advanced Technologies on Online Business Models (pp. 202-226). IGI Global. https://doi.org/10.4018/978-1-7998-7603-8.ch013

Chicago

Hossain, Md Shamim, and Mst Farjana Rahman. "Website Quality, Perceived Flow, Trust, and Commitment: Developing a Customer Relationship Management Model." In Impact of Globalization and Advanced Technologies on Online Business Models, edited by Ree Chan Ho, Alex Hou Hong Ng, and Mustafa Nourallah, 202-226. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-7603-8.ch013

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Abstract

Website quality in online business is still exploratory, and despite growth in building a relationship with customer research, various challenges remain in developing a more customer-oriented website. This chapter tackles the dilemma of how to support website inclusivity in the building of a customer relationship, by investigating flow, commitment-trust, and stimulus-organism-response (SOR) theories. The authors applied the covariance-based SEM (structural equation modeling) to examine the structural model. Primary data for the study comes from 500 respondents through an online questionnaire. The study results reveal that website quality certainly influences users' perceived flow, which in turn positively influences customer trust and CRM. Again, collective trust influences customer commitment and CRM. Finally, collective customer commitment positively controls CRM. Based on the study findings, the theoretical implications, practical inferences, and directions for future study are highlighted.

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