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    An empirical analysis on the impact of risk on customer loyalty in electronic commerce

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    Authors
    Ramanathan, Ramakrishnan
    Issue Date
    2011
    Subjects
    customer loyalty
    performance attributes
    electronic commerce
    
    Metadata
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    Abstract
    In this paper, we discuss a research study that explores the role of risk on the influence of various performance attributes on customer loyalty in the context of the electronic marketplace. We use data from online customer ratings of 532 e-commerce websites for the purpose. Seven attributes linked to various performance options available to managers of e-commerce websites are considered. Websites are grouped into risk and non-risk groups based on the nature of products sold. Empirical analysis is conducted using a combination of multivariate statistical techniques: multivariate analysis of variance (MANOVA), factor analysis and multiple regression. Our results show that online customer ratings differ significantly in terms of risk characteristics of the products sold for all the performance attributes, except for 'comparative prices'. Service-oriented attributes, pre-purchase attributes and post-purchase attributes are significant for both risk groups (risk and non-risk).
    Citation
    Ramanathan, R. (2011) 'An empirical analysis on the impact of risk on customer loyalty in electronic commerce', International Journal of Services and Operations Management, 9(2), pp.183-201
    Publisher
    Inderscience Publishers
    Journal
    International Journal of Services and Operations Management
    URI
    http://hdl.handle.net/10547/295102
    DOI
    10.1504/IJSOM.2011.040707
    Additional Links
    http://www.inderscience.com/link.php?id=40707
    Type
    Article
    Language
    en
    ISSN
    1744-2370
    1744-2389
    ae974a485f413a2113503eed53cd6c53
    10.1504/IJSOM.2011.040707
    Scopus Count
    Collections
    Business and Information Systems Research Centre (BISC)

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