The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
Role of electronic trust in online retailing: A re‐examination of the commitment‐trust theory
Abstract
Purpose: Trust and commitment are the central tenets in building successful long‐term relationships in the online retailing context. In the absence of physical interaction between the buyer and the seller, how websites can gain the trust of the buyers and deliver on the promises made have become central issues in online customer relationship management. This paper aims to re‐examine the commitment‐trust theory (CTT) of relationship marketing in the online retailing context. It seeks to theorize the antecedents and consequences of commitment and trust in the online context and identify how CTT can be adapted in a digitized business environment. Design/methodology/approach: Modified constructs and their measures are developed to understand the antecedents and the outcomes of commitment and trust. Survey data from British online customers (n=651) are used to test CTT hypotheses with structural equation modelling. Findings: The study suggests a significant modification to the traditional CTT model in the online environment. Privacy and security features of the website along with shared values are the key antecedents of trust, which in turn positively influences relationship commitment. Behavioural intentions of customers are consequences of both trust and commitment. The relationship termination cost has a negative impact on customer commitment. Research limitations/implications: The paper identifies interesting differences between the original work by Morgan and Hunt and the findings presented, but basically concludes that the commitment‐trust theory applies to online retailing. Originality/value: Contributions of this study in re‐examining the CTT model of relationship marketing in an online context are manifold. This paper proposes a modified model to understand the role of consumer trust and commitment in a digitized environment. The modified constructs and measures truly reflect the dynamism of online business. The extended CTT model can provide better insight into managing customer relationships in online retailing.
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Citations
Cites
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Chawla, D., & Joshi, H. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-09-2018-0256 · Cited by 518
Wang, W.-T., Wang, Y.-S., & Liu, E.-R. (2016) · Information & Management · doi:10.1016/j.im.2016.01.006 · Cited by 375
Trust, commitment, customer intimacy and customer loyalty in Islamic banking relationships
Tabrani, M., Amin, M., & Nizam, A. (2018) · International Journal of Bank Marketing · doi:10.1108/ijbm-03-2017-0054 · Cited by 257
Online purchase return policy leniency and purchase decision: Mediating role of consumer trust
Oghazi, P., Karlsson, S., Hellström, D., & Hjort, K. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.12.007 · Cited by 229
E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction
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Pangarkar, A., Arora, V., & Shukla, Y. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103001 · Cited by 142
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022) · Journal of Open Innovation: Technology, Market, and Complexity · doi:10.3390/joitmc8030109 · Cited by 115
Yoon, N., & Lee, H.-K. (2021) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer16050107 · Cited by 104
Yum, K., & Kim, J. (2024) · Applied Sciences · doi:10.3390/app14135763 · Cited by 100
Tandon, U., Mittal, A., & Manohar, S. (2021) · Electronic Markets · doi:10.1007/s12525-020-00436-1 · Cited by 81
Critical success factors for B2B e‐commerce use within the UK NHS pharmaceutical supply chain
Cullen, A. J., & Taylor, M. (2009) · International Journal of Operations & Production Management · doi:10.1108/01443570911000177 · Cited by 77
Bile Hassan, I., Murad, M. A. A., El-Shekeil, I., & Liu, J. (2022) · Informatics · doi:10.3390/informatics9020031 · Cited by 55
Agag, G. M., Khashan, M. A., Colmekcioglu, N., Almamy, A., Alharbi, N. S., Eid, R., Shabbir, H., & Abdelmoety, Z. H. S. (2019) · Information Technology & People · doi:10.1108/itp-12-2017-0446 · Cited by 26
Metadata
- Authors
- Mukherjee, A., & Nath, P.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2007-09-25
- Volume
- 41
- Issue
- 9/10
- Pages
- 1173-1202
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W3124529843
- Cited by
- 562
- References
- 9
- FWCI
- 24.99
- Type
- journal article
- Language
- en
- Open access
- closed
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