Internet community bonding:the case of macnews.de

Abstract

This paper presents a structure for understanding Internet communities. A conceptual framework is developed with a view to enabling an understanding of the delivery of service and engendering of loyalty in an on‐line community. This framework, termed the customer bonding triangle, incorporates three elements, service value, technical infrastructure and interactivity. These elements were directly developed from the authors' experience with an on‐line community, macnews.de. The paper examines these elements and their function in developing Internet community bonding and develops a questionnaire based on Kano's (1984) model of customer satisfaction requirements which is tested using participants from the macnews.de site. It is found that for this group technical infrastructure was not perceived as providing satisfaction while providing solutions to problems was of more importance. The paper considers the implications of these findings for Internet communities.

Citation

Szmigin, I. and Reppel, A.E. (2004), "Internet community bonding:the case of macnews.de", European Journal of Marketing, Vol. 38 No. 5/6, pp. 626-640. https://doi.org/10.1108/03090560410529259