Designing Web Sites for Customer Loyalty Across Business Domains: A Multilevel Analysis

  title={Designing Web Sites for Customer Loyalty Across Business Domains: A Multilevel Analysis},
  author={Sunil Mithas and Narayan Ramasubbu and Mayuram S. Krishnan and Claes Fornell},
  journal={J. of Management Information Systems},
Web sites are important components of Internet strategy for organizations. This paper develops a theoretical model for understanding the effect of Web site design elements on customer loyalty to a Web site. We show the relevance of the business domain of a Web site to gain a contextual understanding of relative importance of Web site design elements. We use a hierarchical linear modeling approach to model multilevel and cross-level interactions that have not been explicitly considered in… CONTINUE READING
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