Title: Website stickiness: role of customer value, satisfaction, trust and habit

Authors: Terjani Goyal; Kirti Dutta

Addresses: Institute of Rural Management, IIRM Jaipur Campus, Sector-11, Tagore Path, Agarwal Farm, Mansarovar, Jaipur-302020, India ' Rishihood University, NH-44 (GT Road), Near Bahalgarh Chowk, Delhi NCR, Sonipat, Haryana, 131021, India

Abstract: Customer retention and stickiness are important for success of any business and this becomes a challenge when competition is just a click away. With numerous opportunities available for online purchase, it is important to understand the factors driving customer's stickiness towards a particular website. The current paper explores how this can be done by building customer value, satisfaction, trust in the website and habit of the customer to purchase from the same website. Customer satisfaction is important as it shows complete mediation via trust and habit and influences website stickiness by mediating through trust; habit and trust and habit. Trust was found to influence stickiness directly as well as via mediation through habit. The paper is relevant for practitioners as it highlights major values customers are seeking and by managing these, satisfaction can be enhanced which leads to increased trust and formation of habit to purchase from a website.

Keywords: functional value; epistemic value; website stickiness; customer satisfaction; trust; habit.

DOI: 10.1504/IJTMKT.2021.119075

International Journal of Technology Marketing, 2021 Vol.15 No.4, pp.426 - 447

Received: 30 Dec 2020
Accepted: 16 Jun 2021

Published online: 19 Nov 2021 *

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