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The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle in online banking services.

A total of 651 Iranian online banking customers participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.

The results showed that the relationship quality on customer loyalty in online banking services is affected by the relationship life cycle. The results also showed that online service quality, in the form of Utilitarian quality and Hedonic quality, has a positive effect both directly and indirectly on customer loyalty through online relationship quality.

In this paper, the relationship dynamics was achieved through adding the relationship life cycle variable to the model. However, the study was a cross-sectional research and different results might be obtained if data was collected longitudinally.

In an online banking service, the role of relationship quality in the prediction of customer loyalty is reduced as the relationship ages. Therefore, marketers need to consider other marketing actions to continue their relationship with the customer in the long run.

This paper examines customer loyalty to online banking services from dynamic perspective by introducing relationship life cycle as a moderating variable for the first time. Therefore, the main contribution of this paper is to develop the relationship marketing literature in the field of relationship dynamics and to challenge the effectiveness of relationship marketing in the long run.

Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the would‐be consumer. The purpose of this paper is to investigate whether the elements of trust that influence potential consumers differ between on and offline wine purchasing.

An interactive data collection tool was employed, in the form of an internet based questionnaire that focused on what influences a consumer of wine to trust enough to purchase online for the first time. This paper reports the findings based on a permission‐based email sample of more than 1,000 current consumers who professed to buy wine.

The findings demonstrate that there is a difference in the elements of trust that consumers use to determine whether or not to purchase wine online and offline.

The authors suggest that the services marketing mix holds relevance for those online retailers who wish to attract consumers of wine for the first time. The paper concludes with recommendations for marketers on how to influence the initial wine purchase.

This paper's value lies in the comparison between on and offline trust and initial buying behaviour. It provides insight into the initiation of trust and the formation of relationships between customers and providers by identifying the elements that instil trust.

The purpose of this study is to examine whether the three principles in the SysTrust^® service converge on a single construct to measure potential users' trust in the reliability of a system, and whether trust in the reliability of a system, as defined by the three SysTrust principles, affects potential users' intent to use the system.

In this study, the authors provide potential users with hands‐on experience with the online accounting system offered by Oracle Small Business Suites^®. The authors subsequently assess their perception of the extent to which the system meets the three SysTrust principles, and their intent to use the system.

The results show that potential users' perceptions of the three SysTrust principles converge on one factor, suggesting that they are indicative of the trust in system reliability as proposed by the AICPA and CICA. Moreover, the study shows that trust in system reliability, as defined by the three SysTrust principles, influences potential users' intent to adopt an online system.

This study is the only one to provide evidence that the SysTrust principles provide a valid means to holistically assess system reliability as needed by potential users of a system. This study also extends the Technology Acceptance Model (TAM) by including two unique trust components in the examination of online behaviors. The extended TAM shows that potential users' trust in system reliability and their trust in the internet interactively influence the intentions of these users to adopt online systems.

To explore the role of trust and risk in consumers' apparent reluctance to convert from internet browsers to potential online purchasers. To consider how marketing planners in that environment can devise strategies that balance perceptions of risk against perceptions of trustworthiness.

The literatures of trust and risk were reviewed, with a focus on internet usage and online buying. Six components of organisational trust are used as the framework for a discussion of perceived risk, and of the tactics available to counterbalance perceptions of the riskiness of online buying with evidence of the trustworthiness of the online merchant.

The conclusion is that marketing planners can overcome the barrier of perceived risk if they find the means to generate sufficient trust among their potential customers.

This presents no empirical evidence but does draw together the work of others and build from it a framework for understanding how the twin concepts of risk and trust work together. Fellow researchers are invited to test its propositions experimentally.

Planners of marketing campaigns for online suppliers of products and services can use the framework presented in this paper as a basis for the formulation of effective strategies to convert current web‐browsers into future internet shoppers, and thereby benefit to the full from the advantages of online distribution channels.

Provides a general overview of a topic that is clearly relevant to gatherers of marketing intelligence and planners of marketing strategy, in the rapidly changing online environment.

We lead increasingly electronic lives, in which a significant part of our existence takes place online. The concepts of eGovernment, eCommerce, eHealth and eLiving are an indication of this development. Against this background, there is an ever growing urgency of thinking through the problem of building trust in an online context. This paper examines the contextual conditions which affect building trust online. It will be argued that different combinations of the contextual conditions of trust building will result in different views of the trust by the customer. Some of these combinations are better than others, and while a holistic approach would likely result in the best solution, it is not necessarily always within reach. Online trust building could be defined as a successful combination of four basic elements: reputation, technology, expertise and relationship. Unlike previous research, this study attempts to take all of these four key elements and the dynamics of their interconnections into account.

With the increasing influence of online consumer reviews (OCRs) on a consumer's decision making, online sellers have begun to embed the OCRs in their advertisements (OEAs). This study has the following two research objectives: first, to investigate the effects of two types of (OCRs vs OEAs) on consumers' purchase intention from an informational influence perspective; second, to investigate the effects of OCRs from a credibility perspective.

The data for this study are obtained from a two‐way factorial experimental research design. The factors included are the type of OCRs and the trust level of online shopping malls. In addition, PLS test is used to understand the underlying effects of trust in online shopping malls, credibility of OCRs/OEAs, and consumers' purchase intentions.

The results show that OCRs are more influenced by trust in online shopping malls than OEAs. The greater the perceived credibility of OCRs among potential consumers, the higher is the purchase intention. When the trust in online shopping malls is high, consumers' purchase intentions influenced by OCRs are more favorable than those influenced by OEAs.

This study is an initial consumer endorsement research that uses OCRs to extend the trust transfer theory and extends the interpersonal online trust perspective. For practitioners, this study is useful in determining which type of OCRs is useful for marketing, depending on the trust in online shopping malls. Moreover, the results of this study could aid in the development of an e‐commerce strategy using OCRs.

Electronic commerce (e-commerce) is growing rapidly and the e-retailers are finding it pertinent to enhance customers’ online shopping experiences and engage them with e-commerce portals. Against this backdrop, the purpose of this study is to develop a conceptual model of customer engagement, where credibility and usefulness of online reviews are found to trigger the adoption of reviews and customer trust that augments customer engagement.

A survey method design has been used to capture responses from 219 young customers (university students) of a reputed university in India. The hypothesized relationships have been examined through multiple regression analysis.

The findings of this study corroborate that the credibility and information usefulness of online reviews induce the adoption of reviews and propensity to trust e-commerce websites. The propensity to trust the reviews has been found to lead the adoption of reviews. The adoption of reviews is found to have a significant impact on the customer’ engagement with these portals.

The present study contributes to the theories of online marketing in the space of e-shopping, online reviews, customer trust, customer engagement and online shopping behavior. Further, this study provides a framework for managers to engage customers by triggering customers’ online trust through the facilitation of credible and useful reviews.

The study aims at understanding the role of different attributes associated with the online reviews’ credibility and information usefulness in driving customer engagement with specific focus on online shopping through the utility of online devices. The study is one of the pioneering empirical studies that explore the role of online reviews in driving customer engagement.

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic.

This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design.

The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon.

For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund.

Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.

Esta investigación tiene como objetivo comparar la importancia relativa de la compensación tangible en los medios de servicio offline y online, y evaluar la compensación tangible como táctica de recuperación de la confianza.

Este estudio se basa en un diseño experimental basado en 3 (nivel de compensación: 20%, 50%, 100%) x 2 (tipo de compensación: reembolso, cupón) x 2 (medio de servicio: offline, online).

Los clientes offline y online muestran una satisfacción diferente para los valores respectivos de los tipos de compensación inmediata y diferida. Además, los clientes offline muestran más confianza en la empresa cuando reciben un reembolso, mientras que sus homólogos online demuestran una mayor confianza cuando se les proporciona un cupón.

Para un fallo del servicio como el presentado en el escenario del estudio experimental, un cupón de menor (mayor) valor generará más (menos) satisfacción en comparación con proporcionar el mismo valor como reembolso. Las empresas saldrán ganando si ofrecen una compensación parcial en forma de cupón, en lugar de un reembolso.

A diferencia de la mayoría de los estudios sobre la recuperación de servicios, esta investigación tiene en cuenta las diferencias percibidas de varias compensaciones tangibles para ofrecer una comparación de las preferencias de recuperación de los clientes offline y online. Además, los estudios anteriores no se han centrado en el restablecimiento de la confianza y han evaluado las causas y los efectos de la confianza basándose en la confianza en un momento determinado, es decir, la confianza después de la recuperación. En cambio, este estudio ha incluido la confianza restaurada como una variable en el modelo conceptual.

本研究旨在比较有形补偿在离线和在线服务媒介中的相对重要性, 并评估有形补偿作为一种信任恢复策略。

本研究基于3（补偿水平：20%, 50%, 100%）×2（补偿类型：退款, 优惠券）×2（服务媒介：线下, 线上）的情景实验设计。

线下和线上的顾客对即时和延迟补偿类型的各自数值表现出不同的满意度。此外, 离线顾客在收到退款时表现出对公司的更多信任, 而他们的在线顾客在得到优惠券时表现出更多的信任。

对于像实验研究中提出的那种服务失败, 与提供相同价值的退款相比, 价值较低（较高）的优惠券会产生更多（更少）的满意度。企业通过以优惠券的形式提供部分补偿, 而不是退款, 会有更好的效果。

与大多数关于服务恢复的研究不同, 这项研究考虑到了各种有形补偿的感知差异, 以提供离线和在线顾客恢复偏好的比较。此外, 以前的研究没有关注信任的恢复, 而是基于一个时间点的信任, 即恢复后的信任来评估信任的原因和影响。而本研究将恢复的信任作为概念模型中的一个变 量。

The purpose of this paper is to investigate the relationship between e-buyers and e-sellers in the context of the Chinese culture. It examines the relationships among swift guanxi, trust, uncertainty, and repurchase intentions. This study probes the possible mediation effects caused by the process where consumers form their thoughts and actions.

This study developed a theoretical model to examine how swift guanxi, trust, and uncertainty influence repurchase intentions of online auction consumers. The mediation effects of trust and uncertainty were also examined. This study gathered 455 valid samples and analyzed data by applying a structural equation modeling.

The results confirm that swift guanxi has significant and positive effects on trust and repurchase intentions, but swift guanxi has a significant and negative effect on uncertainty. In addition, trust has a significant and positive effect on repurchase intentions. On the other hand, uncertainty has a significant and negative effect on repurchase intentions. Finally, both trust and uncertainty have partial mediation effects between swift guanxi and repurchase intention.

The findings extend the current state of knowledge about the relationships among swift guanxi, trust, uncertainty, and repurchase intentions, as well as reveal the psychological mechanism of the effects of trust and uncertainty on repurchase intentions.

The findings provide a deeper understanding of the effect of customers’ swift guanxi on repurchase intentions under different perspectives of the double-edged sword of trust and uncertainty in Yahoo! Online auction.

This study decomposes the constructs of swift guanxi, trust, and uncertainty into various dimensions and investigates the relationships between these dimensions and repurchase intentions. It has not been done in this way previously. The results contribute to the understanding of online auction customers’ behaviors.

The rapid growth of e-commerce has encouraged online retailers to adapt to the purchase behaviour of Generation Y consumers. For this purchase, the purpose of this paper is to investigate Generation Y online consumer repurchase intention in Thai context based on Stimuli-Organism-Response (SOR) model.

Data were used to test the hypotheses that Generation Y consumer online response is influenced by online environment cues and organism. In total, 401 questionnaires were collected in Bangkok through judgemental sampling and convenient sampling. SPSS 24 was used to analyse Generation Y consumers’ demographic information and reliability test. Amos 24 was utilized to examine measurement model and structural equation model.

The findings finally revealed that website security presents the strongest influence on Generation Y consumers trust. Also, online promotion possesses the weakest association with Generation Y consumers trust. More importantly, Generation Y consumer online repurchase intention is positively influenced by the degree of trust they have towards websites. The implications of the findings for marketers are discussed.

The empirical data are limited to generate findings from a limited number of Generation Y consumers in Bangkok only. Also, the study limits itself to explore only inter-relationship in the scope of SOR.

It is suggested that in order to draw attention from and retain Generation Y consumers, online retailers should aim at strengthening trust-building in the online buyer–seller context as well as a dynamic promotional campaign. Moreover, a constellation of relevant marketing strategies is recommended.

Since there is a lack of implementation of SOR model based on the Thai context, this paper fills the gap by illustrating how SOR works in Thailand with updating findings.