The Relationship of Online Customer Value, Satisfaction, and Loyalty: An Empirical Study

  title={The Relationship of Online Customer Value, Satisfaction, and Loyalty: An Empirical Study},
  author={Shun Cai and Yunjie Calvin Xu},
In this study, we propose a three-component customer value model for ecommerce. This model draws upon the literature in marketing, consumer study, and information systems. It decomposes customer value into process value, outcome value, and shopping enjoyment. This three-component model is parsimonious and comprehensive. The results from this study show that outcome value and process value contribute significantly to customer satisfaction. Evidences also suggest that customer satisfaction… CONTINUE READING
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