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Research on influencing mechanism of customer participation on customer loyalty in online service industry: A theoretical model

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3 Author(s)
Hua Ying ; China Service Ind. Res. Center, Univ. of Int. Bus. & Econ., Beijing, China ; Wu Xianbin ; Chen Jin

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.

Published in:

Service Systems and Service Management (ICSSSM), 2011 8th International Conference on

Date of Conference:

25-27 June 2011