Customer loyalty in electronically mediated environments

Vikas Mittal, Michael Tsiros

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Citations (Scopus)

Abstract

For brands that are consumed in electronically mediated environments (EMEs), customer loyalty is a strategic imperative. We report results from a qualitative study where consumer descriptions of their brand experiences were used to develop key loyalty themes for six brands in three categories. Consumer loyalty can be characterized along seven consumption bases, though different brands and categories are positioned differently along these bases. Importantly, we posit a process model showing that loyalty builds over time as consumption proceeds through the stages of adoption, conversion, and (dis)adoption. A key factor in converting new adopters to be loyal is the extent of efficiency and effectiveness perceived along these loyalty bases. The process of customer loyalty emerges as complex and multi-faceted being punctuated by chance events.

Original languageEnglish (US)
Title of host publicationE-Services: Opportunities and Threats
PublisherDUV
Pages79-109
Number of pages31
ISBN (Print)9783835008014
DOIs
StatePublished - 2007

Fingerprint

Customer loyalty
Loyalty
Factors
Consumer loyalty
Process model
Brand experience
Qualitative study

Keywords

  • Customer Loyalty
  • Customer Satisfaction
  • E-Loyalty
  • Learning

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Mittal, V., & Tsiros, M. (2007). Customer loyalty in electronically mediated environments. In E-Services: Opportunities and Threats (pp. 79-109). DUV. https://doi.org/10.1007/978-3-8350-9614-1_6

Customer loyalty in electronically mediated environments. / Mittal, Vikas; Tsiros, Michael.

E-Services: Opportunities and Threats. DUV, 2007. p. 79-109.

Research output: Chapter in Book/Report/Conference proceedingChapter

Mittal, V & Tsiros, M 2007, Customer loyalty in electronically mediated environments. in E-Services: Opportunities and Threats. DUV, pp. 79-109. https://doi.org/10.1007/978-3-8350-9614-1_6
Mittal V, Tsiros M. Customer loyalty in electronically mediated environments. In E-Services: Opportunities and Threats. DUV. 2007. p. 79-109 https://doi.org/10.1007/978-3-8350-9614-1_6
Mittal, Vikas ; Tsiros, Michael. / Customer loyalty in electronically mediated environments. E-Services: Opportunities and Threats. DUV, 2007. pp. 79-109
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