Customer heterogeneity in the development of e-loyalty
Cortiñas Ugalde, Mónica
Chocarro Eguaras, Raquel
Villanueva Orbaiz, María Luisa
Acceso abierto / Sarbide irekiainfo:eu-repo/semantics/openAccess
Artículo / Artikuluainfo:eu-repo/semantics/article
Versión aceptada / Onetsi den bertsioainfo:eu-repo/semantics/acceptedVersion
Purpose: The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the existence of unobserved heterogeneity. Specifically, we aim to 1) test for the presence of customer heterogeneity 2) assess the impact of potential bias when there is no control for heterogeneity; 3) analyze the distinct customer segments that emerge from the emp ... [++]
Purpose: The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the existence of unobserved heterogeneity. Specifically, we aim to 1) test for the presence of customer heterogeneity 2) assess the impact of potential bias when there is no control for heterogeneity; 3) analyze the distinct customer segments that emerge from the empirical estimation of the model, and 4) describe the segments by their demographic and psychological characteristics. Design/methodology/approach: Panel data from a survey of online shoppers is used in a post hoc segmentation method, which will enable us to identify segments, while estimating the parameters by means of structural equation models; Findings. Three distinct consumer segments emerge. The relative importance of e-loyalty and e-satisfaction is significantly determined by consumers’ shopping styles. Originality/value This study highlights the need to consider unobserved customer heterogeneity when attempting to explain satisfaction and loyalty development processes in the retail context in general, and e-commerce in particular. To our knowledge, this is the first time this approach has been used to analyze the impact of customer heterogeneity on e-satisfaction and e-loyalty. [--]
Online shopping, e-satisfaction, e-loyalty, Latent segmentation
Emerald Group Publishing Limited
Journal of Research in Interactive Marketing, Vol. 9 Iss: 3, pp.190 - 213
This article is (c) Emerald Group Publishing and permission has been granted for this version to appear in http://www.unavarra.es/academica-e. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Universidad Pública de Navarra. Departamento de Gestión de Empresas / Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila
Versión del editor
This research has been partly financed by Gobierno de Navarra (Spain) through GN 228/2008.