search query: @author Ponnavolu, K. / total: 1
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| Author: | Srinivasan, S.S. Anderson, R. Ponnavolu, K. |
| Title: | Customer loyalty in e-commerce: an exploration of its antecedents and consequences |
| Journal: | Journal of Retailing
2002 : SPRING, VOL. 78:1, p. 41-50 |
| Index terms: | CUSTOMER RELATIONS ELECTRONIC COMMERCE INTERNET LOYALTY |
| Language: | eng |
| Abstract: | This paper investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context. The authors identify eight factors (the 8Cs - customization, contact interactivity, care, community, convenience, cultivation, choice, and character) that potentially impact e-loyalty and develop scales to measure these factors. |
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