An Empirical Study on Customer Relationship Value and its Behavioral Outcomes in the Contezt of E-tailing
This study classifies e-CRV into six dimensions: perspectives of consumption experiences, they are respected value, confidence value, special treatment value, personal service value, social value, and time/effort saving value, and empirically investigates the effects of these e-CRV dimensions on their behavioral outcomes. As a result, confidence value, personal service value and time/effort saving value are found significant effects on relationship satisfaction. The effect of special treatment value on relationship satisfaction is found to be weak. The impacts of respected value and social value are not found significant evidence in statistics. The relative importance of the e-CRV dimensions on relationship satisfaction follows the order of confidence value, time/effort saving value, personal service value, and special treatment value for online customers in the context of e-tailing. In addition, relationship satisfaction has a significant effect on purchase and WOM intentions. The vital importance of relationship satisfaction in the context of e-tailing is validated. These conclusions provide some theoretical and managerial implications for further understanding the construct of e-CRV, and highlight some effective strategies for e-CRV creation based on allocating resource reasonably.
Behavioral outcome Customer relationship value (CRV) E-tailing Relationship Satisfaction Repurchase intention WOM intention
Wei-hong ZHAO
School of Business,Jiangxi Normal University,Nanchang,P.R.China,330022
国际会议
The 2nd International Conference on Vale Engineering and Vale Management(2009)(2009年北京价值工程与价值管理国际会议)
北京
英文
599-605
2009-10-16（万方平台首次上网日期，不代表论文的发表时间）