Cultivating loyal customers through online customer communities: A psychological contract perspective
Abstract
Despite a number of empirical studies showcasing the power of online customer communities in fostering customer loyalty, the underlying theoretical foundations for this phenomenon remain unclear. Drawing upon psychological contract theory, this study aims to provide a new perspective to understand the exchange relationship between e-retailers and customers through online customer communities. The proposed research model extends the classic...
Paper Details
Title
Cultivating loyal customers through online customer communities: A psychological contract perspective
Published Date
Oct 1, 2019
Journal
Volume
103
Pages
34 - 44
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