عنوان انگلیسی مقاله:

The Moderating Effects of Involvement on the Relationships Between Satisfaction, Trust and Commitment in e-Banking

ترجمه عنوان مقاله: آثار تعدیل کننده مشارکت بر روابط بین رضایت، اعتماد و تعهد در بانکداری الکترونیکی

رشته: مدیریت رفتارسازمانی و منابع انسانی

سال انتشار: 2009

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

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Abstract

Abstract

Most prior research into customer loyalty emphasizes the effects of the dimensions of online satisfaction and trust. However, research into how customer involvement moderates this relationship model in the online environment has been less than conclusive. On the basis of a satisfaction trust–commitment model, and given that involvement is a significant precondition to customer loyalty, this paper explores the interaction effects of customer involvement on the evaluation of e-banking services. Empirical results were collected from an online survey in electronic financial forums, Usenet and mailing lists. Partial Least Squares (PLS) was used to estimate the parameters of the interaction effects model.

The results support most of the hypotheses and, in particular, confirm the moderating role of customer involvement. The influence of online satisfaction on commitment was significantly stronger for highly involved users; conversely, the effect of satisfaction on trust was weaker.

However, customer trust had a stronger effect on commitment for customers with high purchase involvement, and a weaker effect for highly egoinvolved customers. The interaction role of customer involvement thus offers a more complete view of the satisfaction trust commitment model, providing an initial test of the efficacy of using involvement to understand online decisions. Implications for online marketing management and future research in this area are discussed.

Keywords: Satisfaction trust commitment model; Ego/purchase involvement; Interaction effect; Partial Least Squares

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Introduction to the article

Users increasingly rely on the Internet for information searches as well as purchase decisions and, consequently, develop long-term online relationships (Shankar, Smith and Rangaswamy 2003). However, the reluctance of many individuals to adopt electronic channels implies that research is needed to understand more comprehensively how customer loyalty can be engendered in online settings (Smith, Menon andSivakumar 2005).

Although online relationships between satisfaction, trust and commitment are similar to offline relationships in many ways, there are some important distinctions (e.g. Jarvenpaa, Tractinsky and Vitale 2000; Johnson 2007; Shankar, Smith and Rangaswamy 2003; Shankar, Urban and Sultan 2002).

Model

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