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 language | English (US) |
|---|---|
| Title of host publication | E-Services: Opportunities and Threats |
| Publisher | DUV |
| Pages | 79-109 |
| Number of pages | 31 |
| ISBN (Print) | 9783835008014 |
| DOIs | |
| State | Published - 2007 |
Fingerprint
Keywords
- Customer Loyalty
- Customer Satisfaction
- E-Loyalty
- Learning
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
Cite this
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 proceeding › Chapter
}
TY - CHAP
T1 - Customer loyalty in electronically mediated environments
AU - Mittal, Vikas
AU - Tsiros, Michael
PY - 2007
Y1 - 2007
N2 - 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.
AB - 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.
KW - Customer Loyalty
KW - Customer Satisfaction
KW - E-Loyalty
KW - Learning
UR - http://www.scopus.com/inward/record.url?scp=84895265794&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84895265794&partnerID=8YFLogxK
U2 - 10.1007/978-3-8350-9614-1_6
DO - 10.1007/978-3-8350-9614-1_6
M3 - Chapter
SN - 9783835008014
SP - 79
EP - 109
BT - E-Services: Opportunities and Threats
PB - DUV
ER -