Customer loyalty to content‐based Web sites: the case of an online health‐care service

Customer loyalty to content‐based Web sites: the case of an online health‐care service 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 exchanges that require divulging sensitive information, such as health issues. Results reveal that loyalty to the health site is satisfaction‐driven, but that trust is the main antecedent of satisfaction. Need fulfilment, responsiveness, security and technical functionality of the Web site are shown to influence trust. Managerial implications are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Customer loyalty to content‐based Web sites: the case of an online health‐care service

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876040410536486
Publisher site
See Article on Publisher Site

Abstract

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 exchanges that require divulging sensitive information, such as health issues. Results reveal that loyalty to the health site is satisfaction‐driven, but that trust is the main antecedent of satisfaction. Need fulfilment, responsiveness, security and technical functionality of the Web site are shown to influence trust. Managerial implications are provided.

Journal

Journal of Services MarketingEmerald Publishing

Published: May 1, 2004

Keywords: Internet; Health services; Customer services quality; Trust; Customer loyalty

References

  • Customer loyalty and complex services
    Andreassen, T.W.; Lindestad, B.
  • On the relationship between perceived service quality, service loyalty and switching costs
    De Ruyter, K.; Wetzels, M.; Bloemer, J.
  • The loyalty ripple effect: appreciating the full value of customers
    Gremler, D.D.; Brown, S.W.
  • The Netoffer model: a case example from the virtual marketspace
    Grönroos, C.; Heinonen, F.; Isoniemi, K.; Lindholm, M.
  • Consumer trust in an Internet store
    Jarvenpaa, S.L.; Tractinsky, N.; Vitale, M.
  • The value concept and relationship marketing
    Ravald, A.; Grönroos, C.

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