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| Effect Mechanism of Customer Bonding Strategy and Mix Selection— an Empirical Study Based on Online Shopping Circumstance |
| CAO Guang ming1,JIANG Ruo chen1,XU Dong li1,CHEN Qi jie1,1 |
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Abstract Under circumstances of online retailing, online retailers pay increasing attention to customer bonding strategies to maintain long-term relationship with customer. However, academic study on this field is still rare. This article explores the effects and mechanism of customer bonding strategies in the process of building up customer loyalty and compares different roles played by each strategy. Findings indicate: (1) customer bonding strategies influence customer loyalty by virtue of intermediary of relationship quality, a compound variable. Among them, customer is a critical intermediary variable, customer commitment is secondary, while customer satisfaction influences customer loyalty indirectly through customer trust; (2) Structure bonding is the most effective relationship maintaining strategy. Finance bonding just acts as a hygienic factor, while social bonding strategy should be adopted pr
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Received: 07 March 2011
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Corresponding Authors:
CAO Guang ming
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2011, Vol. 1 
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