Electronic commerce marketing-based social networks in evaluating competitive advantages using SORM
by You-Shyang Chen; Chien-Ku Lin; Chyuan-Yuh Lin; Huan-Ming Chuang; Li-Chuan Wang
International Journal of Social and Humanistic Computing (IJSHC), Vol. 2, No. 3/4, 2017

Abstract: Electronic commerce (e-commerce) base on social networks marketing in the highly competitive environment that must improve service quality and customer loyalty to impact on their competitive advantage, which is most important. Therefore, this study will explore the different dimensions of service quality that affect the antecedents of customer loyalty and behaviour in electronic store (e-store). The framework of study is constructed based on the stimulus-organism-response (S-O-R) theory, wherein dimensions of service quality correspond to stimulus, antecedents of customer loyalty to an operation, and customer loyalty to response that explore the influence of the dimensions between. Our study found that: 1) the result of the DEMATEL-based ANP (DANP) research method shows that the service quality dimension of the quality of electronic services (QES) is a driving factor that affects the service quality dimensions of SERVQUAL, as well as the antecedents of customer loyalty and behaviour intention; 2) a customer's affective commitment can influence their satisfaction with a service.

Online publication date: Mon, 19-Jun-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Social and Humanistic Computing (IJSHC):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com