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- W2084156729 endingPage "787" @default.
- W2084156729 startingPage "769" @default.
- W2084156729 abstract "One characteristic of online consumer behavior is the low cost of searching for alternatives. Therefore, customer loyalty is more difficult to achieve in the online context than in the offline one. Although studies have discussed the effectiveness of relationship marketing, nearly all studies examining such constructs have been in the context of ‘offline’ consumer behavior. With regard to the ‘online’ context, the integration of Internet technology with the customer loyalty concept is rarely discussed in the relationship marketing literature. Furthermore, empirical research that integrates the actual purchase behavior of customer retention and cross-buying is relatively sparse. In response to this, the current study develops and empirically tests a model that examines the relations among relationship-bonding tactics, perceived relationship investment, perceived relationship quality, customer loyalty, customer retention, and cross-buying. Using survey data from 766 online customers of a securities corporation, the results demonstrate the effectiveness of relationship marketing as it positively influences online customers' perception, then their loyalty, and ultimately, their actual purchase behavior." @default.
- W2084156729 created "2016-06-24" @default.
- W2084156729 creator A5015471508 @default.
- W2084156729 creator A5042987754 @default.
- W2084156729 creator A5081907416 @default.
- W2084156729 date "2008-07-01" @default.
- W2084156729 modified "2023-10-15" @default.
- W2084156729 title "Does online relationship marketing enhance customer retention and cross-buying?" @default.
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