How can social networking sites help build customer loyalty? An empirical investigation

doi:10.1080/14783363.2014.954366

Chia Nan University of Pharmacy & Science Institutional Repository > 智慧生活學院 > 多媒體與遊戲發展系 > 期刊論文 > Item 310902800/30982

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標題:	How can social networking sites help build customer loyalty? An empirical investigation
作者:	Chang, Chun-Ming Hsu, Meng-Hsiang Lee, Yi-Jung
貢獻者:	Aletheia Univ, Dept Tourism Informat Natl Kaohsiung First Univ Sci & Technol, Dept Informat Management Natl Kaohsiung First Univ Sci & Technol, PhD Programs Management Chia Nan Univ Pharm & Sci, Dept Appl Informat & Multimedia
關鍵字:	customer loyalty social networking websites trust satisfaction customer value intention
日期:	2016
上傳時間:	2018-01-18 11:39:11 (UTC+8)
出版者:	Routledge Journals, Taylor & Francis Ltd
摘要:	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 research are discussed.
關聯:	Total Quality Management & Business Excellence, v.27 n.1-2, pp.111-123
显示于类别:	[多媒體與遊戲發展系] 期刊論文

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