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Customer participation is one of the significant research issues in service management. Customer loyalty is more important while more difficult to keep and maintain online. This study, different from traditional satisfaction-loyalty paradigm, proposes a theoretical model of the effect of customer participation on customer loyalty with relationship quality as the mediator and dimensions of different variables, to fully reveal the influencing mechanism of customer loyalty in online service industry. Contributions, limitations, managerial suggestions and future research of the study are also provided.