Understanding online customers' ties to merchants: the moderating influence of trust on the relationship between switching costs and e-loyalty

• DOI: 10.1057/ejis.2012.55
• Publication Date: 2012-12-25T09:43:58Z
• Authors: Michelle Carter; Ryan Wright; Jason Bennett Tha...; Richard Klein
• Keywords: customer loyalty; electronic business strategies; 0502 economics and business; 05 social sciences; electronic commerce; trust; switching costs

Fostering customer loyalty is a key objective for online businesses. Initial transactions with new customers are less profitable than transactions with existing customers, making loyalty an importa...