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How can social networking sites help build customer loyalty? An empirical investigation
- Source :
- Total Quality Management & Business Excellence. 27:111-123
- Publication Year :
- 2014
- Publisher :
- Informa UK Limited, 2014.
-
Abstract
- Social networking sites (SNSs) have been viewed as a useful tool that can be utilised to sustain customer loyalty. However, few studies have examined how SNSs can help build customers' loyalty. Building on past literature, this study developed a theoretical model to explain how SNSs can help build customer loyalty. The proposed model was tested empirically using data collected from 221 Facebook users who were customers of a famous convenience store in Taiwan. The results reveal that satisfaction with the vendor and trust in the vendor affect customer loyalty significantly. The results also show that satisfaction with the website has a positive effect on satisfaction with the vendor and trust in the website, which in turn affects trust in the vendor. Finally, the results indicate that utilitarian value, hedonic value, and social value have significant influences on satisfaction with the website, while utilitarian value exerts positive effects on trust in the website. Implications for theory and practice re...
- Subjects :
- Value (ethics)
Customer delight
Customer retention
Vendor
media_common.quotation_subject
05 social sciences
Advertising
Affect (psychology)
General Business, Management and Accounting
Loyalty business model
0502 economics and business
Loyalty
050211 marketing
Customer satisfaction
Business
Marketing
050203 business & management
media_common
Subjects
Details
- ISSN :
- 14783371 and 14783363
- Volume :
- 27
- Database :
- OpenAIRE
- Journal :
- Total Quality Management & Business Excellence
- Accession number :
- edsair.doi...........97ad0159870e81ea44a2328869355452