Customer Loyalty in E-Commerce
Abstract
The high cost of attracting new customers on the Internet and the relative difficulty in retaining them make customer loyalty an essential asset for many online vendors. In the non-Internet marketplace customer loyalty is primarily the product of superior service quality and the trust that such service entails. This study examines whether the same applies with online vendors even though their service is provided by a website interface notably without a human service provider. As hypothesized, customer loyalty to a specific online vendor increased with perceived better service quality both directly and through increased trust. However, the data suggest that the five dimensions of service quality in SERVQUAL collapse to three with online service quality: (1) tangibles, (2) a combined dimension of responsiveness, reliability, and assurance, and (3) empathy. The first dimension is the most important one in increasing customer loyalty, and the second in increasing customer trust. Implications are discussed.
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Supplier's trust in the platform rests upon the constructs ability, integrity, and benevolence.
“In accordance with the train of thought leading to the three dimensions of trust from the consumer perspective (c.f. Gefen 2002; Dinev/Hart 2006; Krasnova et al. 2012), supplier's trust in the platform also rests upon the constructs ability , integrity , and benevolence .”
From Trust in the Sharing Economy (2016) · cites this paper as Gefen 2002
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References 53 · Cited by 1,062
- Authors
- Drexel University, & Gefen, D.
- Affiliations
- Drexel University (US)
- Corresponding author
- Gefen, David
- ORCID
- Gefen, David
- Venue
- Journal of the Association for Information Systems
- Publisher
- Association for Information Systems
- Published
- 2002
- Volume
- 3
- Issue
- 1
- Pages
- 27-53
- ISSN
- 1536-9323 (ISSN-L)
- OpenAlex
- W205793710
- Cited by
- 1,062
- References
- 53
- Citations by year
- 2026: 16 · 2025: 22 · 2024: 41 · 2023: 58 · 2022: 50 · 2021: 58 · 2020: 53 · 2019: 65 · 2018: 46 · 2017: 54 · 2016: 43 · 2015: 55 · 2014: 74 · 2013: 56 · 2012: 55
- FWCI
- 35.57
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of the Association for Information Systems (publishedVersion)
- Journal of the Association for Information Systems (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- customer loyalty, e-commerce, online service quality, SERVQUAL, consumer trust, tangibles, responsiveness, reliability, assurance, empathy, online vendors, customer retention
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