An Empirical Study on Customer Relationship Value and its Behavioral Outcomes in the Context of E-tailing

摘要

This study classifies e-CRV into six dimensions: perspectives of consumption experiences, they are respected value, confidence value, special treatment value, personal service value, social value, and time/effort saving value, and empirically investigates the effects of these e-CRV dimensions on their behavioral outcomes. As a result, confidence value, personal service value and time/effort saving value are found significant effects on relationship satisfaction. The effect of special treatment value on relationship satisfaction is found to be weak. The impacts of respected value and social value are not found significant evidence in statistics. The relative importance of the e-CRV dimensions on relationship satisfaction follows the order of confidence value, time/effort saving value, personal service value, and special treatment value for online customers in the context of e-tailing. In addition, relationship satisfaction has a significant effect on purchase and WOM intentions. The vital importance of relationship satisfaction in the context of e-tailing is validated. These conclusions provide some theoretical and managerial implications for further understanding the construct of e-CRV, and highlight some effective strategies for e-CRV creation based on allocating resource reasonably.