Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention.
Continuance Interaction Intention in Retailing: Relations between Customer Values, Satisfaction, Loyalty, and Identification
Cuomo M. T.;
2019-01-01
Abstract
Social media as a competitive marketing tool deliver online platforms for retailers to get closer to their consumers/visitors/shoppers through continued interaction. The purpose of this paper is to scrutinize how customer values (functional, social and experimental) enhance satisfaction, loyalty and identification, and how such relationships, in turn, impact users’ continuance interaction intention.File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
