本論文旨在研究金融服務產業顧客忠誠的前因與結果。透過虛擬通路與實體通路模型的比較，擬達成三個目的：其一為研究存在於實體通路之服務要素是否適用於虛擬通路；其二為研究服務要素對顧客忠誠的影響力；其三當顧客考量發展與金融業者之關係長度、深度與寬度時，不同服務屬性的重要性是否有所不同。
實証研究結果顯示，透過虛擬通路交易的顧客，較在意結構型關係、財務型關係與系統品質，最後才是社交型關係；而其顧客忠誠的結果僅及於關係長度，對加深與拓展顧客關係並無助益。至於透過實體通路交易的顧客，較在意社交型關係、結構型關係與功能品質。實証研究結果亦顯示，實體通路的忠誠顧客，不但有顯著的意願拉長與金融服務業者的關係；亦有相當顯著的意願加深與加寬其與金融服務業者的關係。
本論文除了歸納出透過不同通路交易的顧客，其針對關係行銷與服務品質相關的各種屬性會給予不同的權重外，亦驗証了不同通路的顧客忠誠所導引出的顧客購買行為是有差異的。藉此提供予管理者於經營虛擬通路與實體通路時，作出有效的資源配置，並於鞏固顧客關係時，需同時注意關係長度、深度與寬度等三個面向的購買行為。

This dissertation aims to investigate the antecedents and consequences of customer loyalty in financial services industry. Through comparing online model and offline model, this study wants to achieve three objectives. The first one is to identify if in-store service attributes existing in offline business are relevant to an online context; the second one is to discover to what extent service attributes can influence online and offline customer loyalty; and third one is to investigate if customers discriminately weigh different service attributes when developing their relationship length, depth, and breadth with financial institutions.
The results of online model suggest that online structural bond, followed by online financial bond, system quality, and online social bond, is able to influence e-loyalty. The results also show that e-loyalty is able to induce online customers to buy more current services, however, may not encourage them to use more frequently, buy upgrading services or even some new items. Regarding the results of offline model, the model enables us to establish social bond, followed by structural bond and functional service quality, as the important factors of customer loyalty. Moreover, customer loyalty is proved to firmly build and enhance customer relationship depth and breadth in addition to relationship length.
Therefore, this study suggests that as the financial services provider pursue long-term relationships with customers via Internet or traditional channel, they should be particularly concerned with how customers discriminate between different service attributes when they consider their relationship length, depth, and breadth with the financial services provider.

Aaker D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Trans. New York: Free Press.
Abdul-Muhmin, A. G. (2005), “Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets”, Journal of Business Research, Vol. 58, pp. 619-628.
Ailawadi, K. L., Neslin, S. A. and Gedenk, K. (2001), “Pursuing the value-conscious consumer: store brands versus national brand promotions”, Journal of Marketing, Vol. 65 No. 1, pp. 71-89.
Aladwani, A. M. (2001), “Online banking: a field study of drivers, development challenges and expectations”, International Journal of Information Management, Vol. 21 No. 3, pp. 213-225.
Alford, B. L. and Sherrell, D. L. (1996), “The role of affect in consumer satisfaction judgments of credence-based services”, Journal of Business Research, Vol. 37, pp. 71-84.
Anderson, E., Fornell, C. and Lehmann, D. (1994), “Customer satisfaction, market share and profitability: findings from Sweden”, Journal of Marketing, Vol. 58 No. 3, pp. 53-66.
Anderson, E., Fornell, C. and Rust, R. (1997), “Customer satisfaction, productivity, and profitability: differences between goods and services”, Marketing Science, Vol. 16 No. 2, pp. 129-145.
Anderson, E. and Sullivan, M. (1993), “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, Vol. 12, pp. 125-143.
Anderson, J. C. (1987), “An approach for confirmatory measurement and structural equation modeling of organizational properties”, Management Science, Vol. 33, pp. 525-541.
Anderson, J. C. and Gerbing, D. W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychology Bulletin, Vol. 103, pp. 411-423.
Armstrong, G. and Kolter, P. (2000), Marketing: An introduction, Prentice Hall, New Jersey.
Babin, B. J. and Attaway, J. S. (2000), “Atmospheric affect as a tool for creating value and gaining share of customer”, Journal of Business Research, Vol. 49 (Special Issue), pp. 91-99.
Babin, B. J. Darden, W. R. and Griffin, M. (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20 (March), pp. 644-656.
Bagozzi, R. P. and Phillips, L. (1982), “Representing and testing organizational theories: a holistic construal”, Administrative Science Quarterly, Vol. 27, pp. 459-489.
Bagozzi, R. P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.
Baker, T. L., Simpson, P. M. and Siguaw, J. A. (1999), “The impact of suppliers’ perceptions of reseller market orientation on key relationship constructs”, Journal of the Academy of Marketing Science, Vol. 27 No. 1, pp. 50-57.
Barnes, D., Hinton, M. and Mieczkowska, S. (2003), “Competitive advantage through e-operations”, Total Quality Management and Business Excellence, Vol. 14 No. 6, pp. 659-675.
Batra, R. and Ahtola, O. (1991), “Measuring the hedonic and utilitarian sources of consumer attitudes”, Marketing Letters, Vol. 2 No. 2, pp. 159-170.
Beatty, S. E., Kahle, L. R. and Homer, P. (1988), “The involvement-commitment model: theory and implications”, Journal of Business Research, Vol. 6 No. 2, pp. 149-167.
Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E. and Lee J. (1996), “Customer-sales associate retail relationships”, Journal of retailing, Vol. 72 No. 3, pp. 223-247.
Bejou, D., Ennew, C. T. and Palmer, A. (1998), “ Trust, ethics, and relationship satisfaction”, The International Journal of Bank Marketing, Vol. 16 No. 4, pp. 170-175.
Bell, S. J., Auh, S. and Smalley, K. (2005), “Customer relationship dynamics: Service quality and customer loyalty in the context of varying levels of customer expertise and switching costs”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 169-183.
Bell, H. and Tang, N. (1998), “The effectiveness of commercial Internet Web sites: a user’s perspective”, Internet Research, Vol. 8, pp. 219-228.
Bendapudi, N. and Berry, L. (1997), “Customers’ motivations for maintaining relationships with service providers”, Journal of Retailing, Vol. 73 No. 1, pp. 15-37.
Berry, L. L. (1983), “Relationship marketing”, in Berry, L. L., Shostack, G. L. and Upah, G. D. (Eds.), Emerging Perspectives on Service Marketing, UT: American Marketing Association, pp. 25-28.
Berry, L. L. (1995), “Relationship marketing of services – growing interest, emerging perspectives”, Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 236-245.
Berry, L. L. and Parasuraman, A. (1991), Marketing Services: Competing through Quality, The Free Press, New York, NY.
Bhattacharya, C. B. and Bolton, R. N. (2002), “Relationship marketing in mass markets”, in Sheth, J. N. and Parvatiyar, A. (Eds.), Handbook of Relationship Marketing, Thousand Oaks, CA: Sage, pp. 327-354.
Bhattacherjee, A. (2001), “An empirical analysis of the antecedents of electronic commerce service continuance”, Decision Support Systems, Vol. 32, pp. 201-204.
Bitner, M. J. (1990), “Evaluating service encounters: the effects of physical surrounding and employee responses”, Journal of Marketing, Vol. 54 No. 2, pp. 69-81.
Bitner, M. J., Hubbert, A. R. and Tetreault, M. S. (1990), “The service encounter: diagnosing favorable and unfavorable incidents”, Journal of Marketing, Vol. 54 (January), pp. 71-84.
Blattberg, R., Getz, G. and Thomas, J. (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston.
Bolton, R. N. and Drew, J. (1991), “A multistage model of customers’ assessments of service quality and value”, Journal of Consumer Research, Vol. 17 No. 4, pp. 875-884.
Bolton, R. N., Kannan, P. K. and Bramlett, M. D. (2000), “Implications for loyalty program membership and service experiences for customer retention and value”, Journal of the academy of marketing science, Vol. 28, pp. 95-108.
Bolton, R. N., Lemon, K. N. and Verhoef, P. C. (2004), “ The theoretical underpinnings of customer asset management: a framework and propositions for future research”, Journal of the Academy of Marketing Science, Vol. 32 No. 3, pp. 271-292.
Brady, M. K. and Cronin, J. J. (2001), “Some new thoughts on conceptualizing perceived service quality: A hierarchical approach”, Journal of Marketing, Vol. 65 No. 3, pp. 34-49.
Brush, T. H. and Artz, K. W. (1999), “Toward a contingent resource-based theory: The impact of information asymmetry on the value of capabilities in veterinary medicine”, Strategic Management Journal, Vol. 20 No. 3, pp. 223-250.
Burke, R. R. (1997), “Do you see what I see? The future of virtual shopping”, Journal of the Academy of Marketing Science, Vol. 25 No. 4, pp. 352-360.
Burke, R. R. (2002), “Technology and the customer interface: What consumers want in the physical and virtual store”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 411-432.
Cameron, M. (1999), “Content that works on the web”, Target Marketing, Vol. 1 (November), pp. 22-58.
Campbell, M. (1999), “Perceptions of price unfairness: antecedents and consequences”, Journal of Marketing Research, Vol. 36, pp. 187-199.
Chandon, P., Wansink, B. and Laurent, G. (2000), “A benefit congruency framework of sales promotion effectiveness”, Journal of Marketing, Vol. 64 No. 4, pp. 65-81.
Chaudhuri, A. and Holbrook, M. B. (2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Chiu, H. C. (2002), “A study on the cognitive and affective components of service quality”, Total Quality Management, Vol. 13 No. 2, pp. 265-274.
Chiu, H. C., Hsieh, Y. C. and Kao, C. Y. (2005)a, “Website quality and customer’s behavioral intention: An exploratory study of the role of information asymmetry”, Total Quality Management & Business Excellence, Vol. 16 No. 2, pp. 185-197.
Chiu, H. C., Hsieh, Y. C., Li, Y. C. and Lee, M. (2005)b, “Relationship marketing and consumer switching behavior”, Journal of Business Research, Vol. 58, pp. 1681-1689.
Churchill, G. A. (1979), “A paradigm for developing better measures of marketing constructs”, Journal of Marketing Research, Vol. 16 No. 1, pp. 64-73.
Cronin, J. J. and Taylor, S. A. (1994), “SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality”, Journal of Marketing, Vol. 58, pp. 125-131.
Crosby, L. A., Evans, K. R. and Cowles, D. (1990), “Relationship quality in services selling: an interpersonal influence perspective”, Journal of Marketing, Vol. 54, pp. 68-81.
Crosby, L. and Stephens, N. (1987), “Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry”, Journal of Marketing Research, Vol. 24 No. 4, pp. 404-411.
Cross, R. and Smith, J. (1995), Customer Bonding-Pathway to Lasting Customer Loyalty, NTC Publishing Group, Lincolnwood, IL.
Czepiel, J. A., Solomon, M. R. and Surprenant, C. F. (1985), The Service Encounter, Lexington MA: Lexington Books.
De Wulf, K., Odekerken-Schröder, G. and Iacobucci, D. (2001), “Investments in consumer relationships: a cross-country and cross-industry exploration”, Journal of Marketing, Vol. 65, pp. 33-50.
Deighton, J. (1996), “The future of interactive marketing”, Harvard Business Review, Vol. 74, pp. 151-160.
DeLone, W. H. and McLean, E. R. (1992), “Information systems success: The quest for the dependent variable”, Information Systems Research, Vol. 3 No. 1, pp. 60-95.
Delgado-Ballester, E. and Munuera-Aleman, J. L. (2001), “Brand trust in the context of consumer loyalty”, European Journal of Marketing, Vol. 35 No. 11/12, pp. 1238-1258.
Dibb, S. and Meadows, M. (2001), “The application of a relationship marketing perspective in retail banking”, The Service Industries Journal, Vol. 21 No. 1, pp. 169–194.
Dick, A. S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-114.
Doney, P. M. and Cannon, J. P. (1997), “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing, Vol. 61, pp. 35-51.
Donthu, N. and Garcia, A. (1999), “The internet shopper”, Journal of Advertising Research, Vol. 39 No. 3, pp. 52-58.
Dorsch, M. J., Swanson, S. R. and Kelley, S. W. (1998), “The role of relationship quality in the stratification of vendors as perceived by customers”, Journal of the Academy of Marketing Science, Vol. 26 No. 2, pp. 128-142.
Dutta, S. and Segev, A. (1999), “Business transformation on the Internet”, European Management Journal, Vol. 17 No. 5, pp. 466-476.
Dwyer, F. R., Schurr, P. H. and Oh, S. (1987), “Developing buyer-seller relationships”, Journal of Marketing, Vol. 51 No. 2, pp. 11-27.
Eastlick, M. A., Lotz, S. L. and Warrington, P. (2006), “Understanding online B-to-C relationships: an integrated model of privacy concerns, trust, and commitment”, Journal of Business Research, Vol. 59, pp. 877-886.
Edwards K. (1990), “The interplay of affect and cognition in attitude formation and change”, Journal of Personality and Social Psychology, Vol. 59 No. 2, pp. 202-216.
Egger, F. N. (2001), “Affective design of e-commerce user interface: how to maximize perceived trustworthiness”, in Proceedings of the International Conference on Affective Human Factors Design, London: Asean Academic Press.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J. and Meffert, H. (2006), “The relative strength of affective commitment in securing loyalty in service relationships”, Journal of Business Research, Vol. 59, pp. 1207-1213.
Farmer, J. (1987), “A conceptual model of service quality”, International Journal of Operations and Production Management, Vol. 8 No. 6, pp. 19-29.
Floh, A. and Treiblmaier H. (2006), “ What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry”, Journal of Electronic Commerce Research, Vol. 7 No. 2, pp. 97-110.
Fullerton, G. (2005), “When does commitment lead to loyalty?”, Journal of Service Research, Vol. 5 No. 4, pp. 333-344.
Ganesan, S. (1994), “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Vol. 58 No. 2, pp. 1-19.
Ganesh, J., Arnold, M. J. and Reynolds, K. E. (2000), “Understanding the customer base of service providers: an examination of the differences between switchers and stayers”, Journal of Marketing, Vol. 64, pp. 65-87.
Garbarino, E. and Johnson, M. (1999), “The different roles of satisfaction, trust and commitment in customer relationships”, Journal of Marketing, Vol. 63 No. 2, pp. 70-87.
Geyskens, I., Jan-Benedict, E. M. and Nirmalya, K. (1998), “Generalizations about trust in marketing channel relationships using meta-analysis”, International Journal of Research in Marketing, Vol. 15 No. 3, pp. 223-248.
Geyskens, I. and Steenkamp, J. B. (2000), “Economic and social satisfaction: Measurement and relevance to marketing channel”, Journal of Retailing, Vol. 76 No. 1, pp. 11-32.
Gounaris, S. P. (2005), “Trust and commitment influences on customer retention: insights from business-to-business services”, Journal of Business research, Vol. 58, pp. 126-140.
Grewal, D., Iyer, G. R., Krishnan, R. and Sharma, A. (2003), “The Internet and the price-value-loyalty chain”, Journal of Business Research, Vol. 56, pp. 391-398.
Grönroos, C. (1982), Strategic Management and Marketing in the Service Sector, Helsingfors: Swedish School of Economics and Business Administration.
Grönroos, C. (1984), “A service quality model and its marketing implications”, European Journal of Marketing, Vol. 18 No. 4, pp. 36-44.
Grönroos, C. (1990), Service Management and Marketing: Managing the Moments in Truth in Service Competition. Lexington, MA: Lexington Books.
Grönroos, C. (1994), “From marketing mix to relationship: towards a paradigm shift in marketing”, Management Decision, Vol. 32 No. 2, pp. 4-21.
Gruen, T. W., Summers, J. O. and Acito, F. (2000), “Relationship marketing activities, commitment, and membership behaviors in professional associations”, Journal of Marketing, Vol. 64, pp. 34-49.
Guiltinan, J. P. (1987), “The price bundling of services: A normative framework”, Journal of Marketing, Vol. 51 No. 2, pp. 74-85.
Gundlach, G. T., Achrol, R. S. and Mentzer, J. T. (1995), “The structure of commitment in exchange”, Journal of Marketing, Vol. 59 No. 1, pp. 78-92.
Gwinner, K. P., Gremler, D. D. and Bitner, M. J. (1998), “Relational benefits in service industries: the customer’s perspective”, Journal of the Academy of Marketing Science, Vol. 26 No. 2, pp. 101-114.
Hair, J., Rolph, E., Ronald, L. and William, C. (1998), Multivariate Data Analysis, Englewood Cliffs, Prentice Hall, NJ.
Harris, K. E., Grewal, D., Mohr, L. A. and Bernhardt, K. L. (2006), “Consumer responses to service recovery strategies: the moderating role of online versus offline environment”, Journal of Business Research, Vol. 59, pp. 425-431.
Hatcher, L. (1994), A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling, SAS Institute, NC.
Hennig-Thurau, T., Gwinner, K. P. and Gremler, D. D. (2002), “Understanding relationship marketing outcomes: an integration of relationship benefits and relationship quality”, Journal of Service Research, Vol. 4 No. 3, pp. 230-247.
Heskett, J. L., Sasser, E. W. and Schlesinger, L. A. (1997), The Service Profit Chain, New York: Free Press.
Hoffman, D. L., Novak, T. P. and Peralta, M. (1999), “Building customer trust online”, Communications of the ACM, Vol. 42 No. 4, pp. 80-85.
Honeycutt, E. D. Jr., Flaherty, T. B. and Benassi, K. (1998), “Marketing industrial products on the Internet”, Industrial Marketing Management, Vol. 27 No. 1, pp. 63-72.
Hsieh, Y. C., Chiu, H. C. and Chiang, M. Y. (2005), “ Maintaining a committed online customer: a study across search-experience-credence products”, Journal of Retailing, Vol. 81 No. 1, pp. 75-82.
Hsieh, Y. C. and Hiang, S. T. (2004), “A study of the impacts of service quality on relationship quality in search-experience-credence services”, Total Quality Management and Business Excellence, Vol. 15 No. 1, pp. 43-58.
Hu, L. and Bentler, P. M. (1999), “Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives”, Structural Equation Modeling, Vol. 6 No. 1, pp. 1-55.
Huang, M. H. (2003), “Designing website attributes to induce experiential encounters”, Computers in Human Behavior, Vol. 19, pp. 425-442.
Hsu, C. L. and Lu, H. P. (2004), “Why do people play online games? An extended TAM with social influences and flow experience”, Information & Management, Vol. 41 No. 7, pp. 853-868.
Hsu, C. L. and Lu, H. P. (2007), “Consumer behavior in online game communities: a motivational factor perspective”, Computers in Human Behavior, Vol. 23, pp. 1642-1659.
Huang, M. H. (2003), “Designing website attributes to induce experiential encounters”, Computers in Human Behavior, Vol. 19, pp. 425-442.
Jacoby, J. (1971), “Brand loyalty: A conceptual definition”, in Proceedings of the American Psychological Association, Vol. 6, pp. 655-656, Washington, DC: American Psychological Association.
Jacoby, J. and Chestnut, R. W. (1978), Brand Loyalty: Measurement and Management, New York: John Wiley and Sons, Inc.
Jin B. and Park, J. Y. (2006), “The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes”, Advances in Consumer Research, Vol. 33, pp. 203-211.
Johnson, D. and Grayson, K. (2005), “Cognitive and affective trust in service relationships”, Journal of Business Research, Vol. 58, pp. 500-507.
Kalyanam, K. and Mclntyre, S. (2002), “The e-marketing mix: a contribution of the e-tailing wars”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 487-499.
Kamakura, W. A., Ramaswami, S. N. and Srivastava, R. K. (1991), “Applying latent trait analysis in the evaluation of prospects for cross-selling of financial services”, International Journal of Research in Marketing, Vol. 8, pp. 329-349.
Kierzkowski, A., McQuade, S., Waitman, R. and Zeisser, M. (1996), “Marketing to the digital consumer”, The McKinsey Quarterly, Vol. 33 No. 3, pp. 4-21.
Kim, S. and Stoel, L. (2004), “Apparel retailers: website quality dimensions and satisfaction”, Journal of Retailing and Consumer Services, Vol. 11, p. 10-9-117.
Kirmani, A., Sood, S. and Bridges, S. (1999), “The ownership effect in consumer responses to brand line stretches”, Journal of Marketing, Vol. 63 (January), pp. 88-101.
Kumar, N., Scheer, L. K. and Steenkamp, J. E. (1995), “The effects of supplier fairness on vulnerable sellers”, Journal of Marketing Research, Vol. 32 No. 1, pp. 54-65.
Lages, L. F. and Lages, C. R. (2004), “The STEP scale: a measure of short-term export performance improvement”, Journal of International Marketing, Vol. 12 No. 1, pp. 36-56.
Lam, S. Y., Shankar, V., Erramilli, M. K. and Murthy, B. (2004), “Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context”, Journal of the Academy of Marketing Science, Vol. 32 No. 3, pp. 293-311.
Lemon, K. N., White, T. B. and Winer, R. S. (2002), “Dynamic customer relationship management: incorporating future considerations into the service retention decision”, Journal of Marketing, Vol. 66, pp. 1-14.
Li, Y. N., Tan, K. C. and Xie, M. (2002), “Measuring web-based service quality”, Total Quality Management, Vol. 13 No. 5, pp. 685-700.
Liang, C. J., and Wang, W. H. (2006), “The behavioural sequence of the financial services industry in Taiwan: Service quality, relationship quality and behavioural loyalty”, The Service Industries Journal, Vol. 26 No. 2, pp. 119–145.
Liang, C. J., and Wang, W. H. (2008 forthcoming), How do managers of the financial services industry asssure financial performance?”, The Service Industries Journal, Vol. 28 No. 2.
Liao, C., Palvia, P. and Lin, H. N. (2006), “The roles of habit and web site quality in e-commerce”, International Journal of Information Management, Vol. 26, pp. 469-483.
Lin, H. F. (2007), “The impact of website quality dimensions on customer satisfaction in the B2C E-commerce context”, Total Quality Management & Business Excellence, Vol. 18 No. 4, pp. 363-378.
Lin, J. C. and Lu, H. (2000), “Towards an understanding of the behavioural intention to use a web site”, International Journal of Information Management, Vol. 20, pp. 197-208.
Lin, N. P., Weng, J. and Hsieh, Y. C. (2003), “Relational bonds and customer’s trust and commitment—a study on the moderating effects of web site usage”, The Service Industries Journal, Vol. 23 No.3, pp. 103-124.
Liu, C. K. and Arnett, P. (2000), “Exploring the factors associated with web site success in the context of electronic commerce”, Information & Management, Vol. 38 No. 1, pp. 23-33.
Lu, H. and Lin, J. C. (2002), “Predicting customer behavior in the market-space: a study of Rayport and Sviokla’s framework”, Information & Management, Vol. 40, pp. 1-10.
Macintosh, G. and Lockshin, L. S. (1997), “Retail relationships and store loyalty: A multi-level perspective”, International Journal of Research in Marketing, Vol.14, pp. 487-497.
McDougall, G. H. and Levesque, T. J. (1994), “A revised view of service quality dimensions: an empirical investigation”, Journal of Professional Services Marketing, Vol. 11 No. 1, pp. 189-209.
Meyer, J. and Allen, N. (1997), Commitment in the Workplace: Theory, Research and Application, Thousand Oaks, Sage, CA.
Milne, G. R. and Boza, M. E. (1998), “Trust and concern in consumers’ perceptions of marketing information management practices”, Working Paper No. 98-117, Cambridge MA 02138: Marketing Science Institute.
Mittal, V., Kumar, P. and Tsiros, M. (1999), “Attribute-level performance, satisfaction, and behavioral intentions over time: a consumption-system approach”, Journal of Marketing, Vol. 63, pp. 88-101.
Montoya-Weiss, M., Voss, G. B. and Grewal, D. (2003), “Determinants of online channel use and overall satisfaction with a relational multichannel service provider”, Journal of the Academy of Marketing Science, Vol. 31 No. 4, pp. 448-458.
Moorman, C., Desphande, R. and Zaltman, G. (1993), “Factors affecting trust in market research relationships”, Journal of Marketing, Vol. 57 No. 1, pp. 81-101.
Morgan, R. M. and Hunt, S. D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No.3, pp. 20-38.
Murphy, D. (1996), “Fishing by the Net”, Marketing, August, pp. 25-27.
Nunnally, J. C. (1978), Psychometric Theory, McGraw-Hill, New York, NY.
Oliver, R. L. (1993), “A conceptual model of service quality and service satisfaction: compatible goals, different concepts”, in Swartz, T. A., Bowen, D. E. and Brown, S. W. (Eds.), Advances in Services Marketing and Management, JAI Press, Greenwich, CT, pp. 65-85.
Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Oliver, R. L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63, pp. 33-44.
Ostrom, A. and Iacobucci, D. (1995), “Consumer trade-offs and the evaluation of services”, Journal of Marketing, Vol. 59, pp. 17-28.
Overby, J. W. and Lee, E. J. (2006), “The effects of utilitarian and hedonic online shopping value on consumer preference and intention”, Journal of Business Research, Vol. 59, pp. 1160-1166.
Parasuraman, A. and Zinkhan, G. M. (2002), “Marketing to and serving customers through the Internet: an overview and research agenda”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 286-295.
Pavlou, P. A. (2003), “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International Journal of Electronic Commerce, Vol. 7 No. 3, pp. 101-134.
Peltier, J. W. and Westfall, J. (2000), “Dissecting the HMO-benefits managers relationship: what to measure and why”, Marketing of Health Services, Vol. 20 No. 2, pp. 4-13.
Peppers, D. and Rogers, M. (1993), The One to One Future, New York: Doubleday.
Peppers, D. and Rogers, M. (1999), The One to One Manager, New York: Doubleday
Peterson, R. A. (1995), “Relationship marketing and the consumer”, Journal of the Academy of Marketing Science, Vol. 23, pp. 278-281.
Peterson, R. A., Balasubramanian, S. and Bronnenberg, B. J. (1997), “Exploring the implications of the internet for consumer marketing”, Journal of the Academy of Marketing Science, Vol. 25 No. 4, pp. 329-346.
Porter, C. E. and Donthu, N. (2006), “Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics”, Journal of Business Research, Vol. 59, pp. 999-1007.
Ranganathan, C. and Ganapathy, S. (2002), “Key dimensions of business-to-consumer web sites”, Information & Management, Vol. 39 No. 6, pp. 457-465.
Rauyruen, P. and Miller, K. E. (2007), “Relationship quality as a predictor of B2B customer loyalty”, Journal of Business Research, Vol. 60, pp. 21-31.
Reichheld, F. F. and Sasser, W. E. (1990), “Zero defections: Quality comes to service”, Harvard Business Review, Vol. 68(September-October), pp. 105-111.
Reichheld, F. F. and Schefter, P. (2000), “E-loyalty: your secret weapon on the web”, Harvard Business Review, Vol. 78 No.4, 105-113.
Reichheld, F. F. and Teal, T. (1996), The Loyalty Effect, Boston: Harvard Business School Press.
Reinartz, W. J. and Kumar, V. (2003), “The impact of customer relationship characteristics on profitable lifetime duration”, Journal of Marketing, Vol. 67, pp. 77-99.
Reinartz, W. J., Thomas, J. S. and Kumar, V. (2005), “Balancing acquisition and retention resources to maximize customer profitability”, Journal of Marketing, Vol. 69, pp. 63-79.
Reynolds, K. E. and Beatty, S. E. (1999), “Customer benefits and company consequences of customer-salesperson relationships in retailing”, Journal of Retailing, Vol. 75 No. 1, pp. 11-32.
Roos, I., Gustafsson, A. and Edvardsson, B. (2006), “ Defining relationship quality for customer-driven business development”, International Journal of Service Industry Management, Vol. 17 No. 2, pp. 207-223.
Rust, R. T. and Oliver, R. L. (1994), “Service quality: insights and managerial implications from the frontier”, in Rust, R. T. and Oliver, R. L. (Eds.), Service Quality: New Directions in Theory and Practice, Thousand Oaks, CA: Sage Publications, pp. 1-19.
Rust, R. T., Zeithaml, V. and Lemon, K. (2000), Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, The Free Press, New York, NY.
Sawhney, M. and Zabin, J. (2002), “Managing and measuring relational equity in the network economy”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 313-332.
Schwarz, E. I. (1999), Digital Darwinism, Broadway Books, New York, NY.
Segars, A. (1997), “Assessing the unidimensionality of measurement: a paradigm and illustration with the context of information system research”, Omega, Vol. 25 No.1, pp. 107-121.
Shankar, V., Smith, A. and Rangaswamy, A. (2003), “Customer satisfaction and loyalty in online and offline environments”, International Journal of Research in Marketing, Vol. 20 No. 2, pp. 153-175.
Sharman, N. and Patterson, P. G. (2000), “Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services”, International Journal of Service Industry Management, Vol. 11 No. 5, pp. 470-490.
Sin, Y. M., Tse, C. B., Yau, H. M., Chow, P. M., Lee, S. Y. and Lau, B. Y. (2005), “Relationship marketing orientation: scale development and cross-cultural validation”, Journal of Business Research, Vol. 58, pp. 185-194.
Shih, H. P. (2004), “An empirical study on predicting user acceptance of e-shopping on the Web”, Information & Management, Vol. 41, pp. 351-368.
Shih, Y. Y. and Fang, K. (2006), “Effects of network quality attributes on customer adoption intentions of Internet banking”, Total Quality Management & Business Excellence, Vol. 17 No. 1, pp. 61-77.
Sinioukov, T. (1999), “Mastering the web by the book”, BookTech the Manazine, Vol. 2 (March), pp. 50-54.
Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), “Consumer trust, value, and loyalty in relational exchanges”, Journal of Marketing, Vol. 66 No. 1, pp. 15-37.
Smith, B. (1998), “Buyer-seller relationships: bonds, relationship management and sex-type”, Canadian Journal of Administrative Sciences, Vol. 15 No. 1, pp. 76-92.
Smith, J. B. and Barclay, D. W. (1997), “The effects of organizational differences and trust on the effectiveness of selling partner relationships”, Journal of Marketing, Vol. 61 No. 1, pp. 3-21.
Söderlund, M. (2006), “Measuring customer loyalty with multi-item scales”, International Journal of Service Industry Management, Vol. 27 No. 1, pp. 76-98.
Srinivasan, S. S., Anderson, R., and Ponnavolu, K. (2002), “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of Retailing, Vol. 78, pp. 41-50.
Sullivan, J. (1999), “What are the functions of corporate home pages?”, Journal of World Business, Vol. 34 No. 2, pp. 193-210.
Surprenant, C. F. and Solomon, M. R. (1987), “Predictability and personalization in the service encounter”, Journal of Marketing, Vol. 51 (April), pp. 86-96.
Sweeney, C., Soutar, G. and Johnson, L. (1999), “The role of perceived risk in the quality-value relationship: A study in a retail environment”, Journal of Retailing, Vol. 75 No.1, pp. 77-105.
Szmigin, I., Canning L. and Reppel, A. E. (2005), “Online community: enhancing the relationship marketing concept through customer bonding”, International Journal of Service Industry Management, Vol. 16 No. 5, pp. 480-496.
Szymanski, D. M. and Hise, R. T. (2000), “E-satisfaction: an initial examination”, Journal of Retailing, Vol. 76 No. 3, pp. 309-322.
Teltzrow, M. Meyer, B. and Lenz, H. J. (2007), “Multi-channel consumer perceptions”, Journal of Electronic Commerce Research, Vol. 8 No. 1, pp. 18-31.
Turnbull, P. and Moustakatos, T. (1996), “Marketing and investment banking: relationships and competitive advantage”, The International Journal of Bank Marketing, Vol. 14, pp. 38-49.
Turner, R. H. (1970), Family Interaction, John Wiley, New York, NY.
Urban, G. L., Sultan, F. and Qualls, W. J. (2000), “Placing trust at the center of your Internet strategy”, Sloan Management Review, Vol. 42 No. 1, pp. 39-48.
Venkatesan, R. and Kumar, V. (2004), “A customer lifetime value framework for customer selection and resource allocation strategy”, Journal of Marketing, Vol. 68 (October), pp. 106-125.
Verhagen, T. and Tan, Y. H. (2004), “Perceived risk and trust associated with purchasing at electronic marketplaces”, Proceedings of the Twentieth European Conference on Information Systems (ECIS), Turku, Finland.
Verhoef, P. C. (2003), “Understanding the effect of customer relationship management efforts on customer retention and customer share development”, Journal of Marketing, Vol. 67, pp. 30-45.
Verhoef, P. C., Franses, P. H. and Hoekstra, J. C. (2001), “ The impact of satisfaction and payment equity on cross buying: a dynamic model for a multi-service provider”, Journal of Retailing, Vol. 77 No. 3, pp. 359-378.
Vijayasarathy, L. R. and Jones, J. M. (2000), “Print and Internet catalog shopping: assessing attitudes and intentions”, Journal of Internet Research, Vol. 10 No. 3, pp. 191-202.
Volckner, F. and Sattler, H. (2006), “Drivers of brand extension success”, Journal of Marketing, Vol. 70 (April), pp. 18-34.
Wang, Y. D. and Emurian, H. H. (2005), “An overview of online trust: Concepts, elements, and implications”, Computers in Human Behavior, Vol. 21, pp. 105-125.
Watson, R. T., Akselsen, S. and Pitt, L. F. (1998), “Attractors: building mountains in the flat landscape of the World Wide Web”, California Management Review, Vol. 40, pp. 36-43.
Weiner, B. (1986), An Attribution Theory of Motivation and Emotion, Springer-Verlag, New York, NY.
Williams, J. D., Han, S. L and Qualls, W. J. (1998), “A conceptual model and study of cross-cultural business relationships”, Journal of Business Research, Vol. 42 No. 2, pp. 135-143.
Wilson, D. T. (1995), “An integrated model of buyer-seller relationships”, Journal of the Academy of Marketing Science, Vol. 23 No.4, pp. 335-345.
Wirtz, B. W. and Lihotzky, N. (2003), “Customer retention management in the B2C electronic business”, Long Range Planning, Vol. 36, pp. 517-532.
Yoffie, D. and Cusumano, M. (1999), “Judo strategy: the competitive dynamics of internet time”, Harvard Business Review, Vol. 77 No. 12, pp. 70-81.
Yu, Y. T. and Dean, A. (2001), “The contribution of emotional satisfaction to consumer loyalty”, International Journal of Service Industry Management, Vol. 16 No. 3, pp. 234-250.
Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60 No. 2, pp. 31-46.
Zeithaml, V. A., Parasuraman, A. and Malhotra, A. (2002), “Service quality delivery through web sties: a critical review of extant knowledge”, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 362-375.