CIS Lab Seminar

An integrative retention model of Web site

users based on quality-value-loyalty chain
model.

2005.2.15
Hong, Soon Geun
Research Question [2]

•Importance of customer retention e-service

•What are the antecedents of customer retention
in an e-Service ?
•Desire congruency, ECT: Web Quality, Satisfaction
•Customer Value theory: utilitarian, hedonic values
•Relationship marketing : Switching barriers
 Literature Review: ECT model [3]

Consumer Satisfaction/Dissatisfaction Theory(Oliver, 1993)

Expectation

Confirmation Satisfaction Repurchase Intention

Perceived
Performance

IS Expectation-Confirmation Theory(Bhattacherjee, 2001)

Perceived
usefulness

Satisfaction IS continuance
intention
Confirmation
 Literature Review: ECT model [4]

Limitation of IS Expectation-Confirmation Theory(Bhattacherjee, 2001)

- Desires congruency is substantially different form expectation congruency in their
magnitude and satisfaction(Bhattacherjee 2001)
- Zeithaml et al.(2002) found the expectations are not as well formed in e-Service
Quality as they are in Service Quality .
-The empirical and theoretical focus has instead been predominantly on customer
satisfaction. But the retention may depend on additional factors such as switching
barriers (Jones et al. 2000; Ping 1993).
- vague meaning of perceived usefulness( neither expectation nor extrinsic
motivation. Simply adopted from TAM)
Literature Review : Quality & Confirmation [5]

•Different Quality concepts based on different standards

-Confirmation : Conflicting effect of expectation on satisfaction
-Desires congruency : Consistent effect of Desires on satisfaction
- Desires congruency has more effect on loyalty behavioral intentions than
expectations confirmation.

Expectation

Confirmation
Expectations Overall
Disconfirmation Satisfaction

Perceived
Performance

Desires Overall
Congruency Service quality

An Empirical Examination of a Model of Perceived Service

Desires
Quality and Satisfaction(Spreng& Mackoy, Journal of Retailing,
1996)
Literature Review : Quality-Value-Loyalty [6]

(Zeithaml et al.,1996)

Customer
Service Quality Perceived Value
Loyalty

•Reliability •Word of Mouth

•Acquisition
•Assurance •Repurchase
•Transaction
•Resposiveness •Price Sensitivity
•In use
•Tangibles •Complaint
•Redemption
•Empathy

* The impact of technology on the quality-value-loyalty chain: A research

agenda (Parasuraman & Grewal, 2000)

* Behavioral Consequences of Service Quality(Zeithaml et al.,1996)

[7]
 Literature Review : Switching Barriers [8]

Switching Barriers and Repurchase Intentions

Attractiveness
Of Alternatives

Repurchase
Satisfaction
Intentions

Perceived
Switching Cost

Switching Barriers and Repurchase Intentions in Services

(Michael A. Jones, David L. Mothersbaugh, sharon E. Beatty, Journal of Retailing, 2000)
Research Model [9]

Switching
Barriers

Perceived
Switching Cost
Perceived
Quality

Attractiveness
Confirmation Of Alternatives

Continuance
Satisfaction
Intention

Desires Behavioral
Perceived Loyalty
Congruency
Usefulness

Perceived
Enjoyment

Value
[10]
[11]
[12]