Boost customer loyalty with online support: the case of mobile telecoms providers

Boost customer loyalty with online support: the case of mobile telecoms providers The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other marketing channels when it comes to the interactive and personalised communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Internet Marketing and Advertising Inderscience Publishers

Boost customer loyalty with online support: the case of mobile telecoms providers

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1477-5212
eISSN
1741-8100
Publisher site
See Article on Publisher Site

Abstract

The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other marketing channels when it comes to the interactive and personalised communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.

Journal

International Journal of Internet Marketing and AdvertisingInderscience Publishers

Published: Jan 1, 2004

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