Customer loyalty to content-basedWeb sites : the case of an online health-care service

  title={Customer loyalty to content-basedWeb sites : the case of an online health-care service},
  author={Johanna Gummerus and Veronica Liljander and Minna Pura and Allard C. R. van Riel},
Past e-service research has largely concentrated on customer responses to online retailers. The present study sheds light on the determinants of customer loyalty to a content-based service, a healthcare Web site. Content-based service providers must build a loyal customer base in order to attract advertisers and sponsors. Lack of trust has been one of the most important reasons for consumers not adopting online services involving financial exchanges, but trust appears to be equally important to… CONTINUE READING

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