مقاله Emerald: وفاداری مشتری به وب سایت مبتنی بر محتوا: مطالعه موردی سلامت خدمات آنلاین

عنوان انگلیسی مقاله:

Customer loyalty to content based Web sites: the case of an online health are service

ترجمه عنوان مقاله: وفاداری مشتری به وب سایت مبتنی بر محتوا: مطالعه موردی سلامت خدمات آنلاین

رشته: مدیریت بازاریابی

سال انتشار: ۲۰۰۴

تعداد صفحات مقاله انگلیسی: ۱۲ صفحه

منبع: Emerald

نوع فایل: pdf

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Past e-service research has largely concentrated on customer responses to online retailers. The present study sheds light on the determinants of customer loyalty to a content-based service, a healthcare Web site. Content-based service providers must build a loyal customer base in order to attract advertisers and sponsors. Lack of trust has been one of the most important reasons for consumers not adopting online services involving financial exchanges, but trust appears to be equally important to exchanges that require divulging sensitive information, such as health issues. Results reveal that loyalty to the health site is satisfaction-driven, but that trust is the main antecedent of satisfaction. Need fulfilment, responsiveness, security andtechnical functionality of the Web site are shown to influence trust. Managerial implications are provided.
Keywords: Internet, Health services, Customer services quality, Trust, Customer loyalty

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منبع: (Gummerus et all, 2004: 179)

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H1. Satisfaction with the service provider has a positive impact on loyalty.
H2. Trust mediates the impact of service quality on satisfaction.
H3. User interface quality has a direct positive impact on trust.
H4. Responsiveness has a positive impact on trust.
H5. Need fulfilment has a positive impact on trust.
H6. Security has a positive impact on trust.

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