Comparing Email and SNS Users: Investigating Online Servicescape, Customer Reviews, Trust, Loyalty, and E‑WOM

November 20, 2020 / Gina Tran / Tags: Marketing, 2019, LCOB Top Tier Award

Satisfied or dissatisfied customers function as trusted branding faces for organizations as they transmit messages through E-WOM, which can impact marketers. With customer data of an e-tailer, this research enriches our understanding of how e-servicescape and E-WOM capture the online environmental factors of websites. Two forms of E-WOM are examined: emails and social network site postings. Customer reviews were investigated as a sub-dimension of e-servicescape. Findings suggest that customer reviews play an integral role in e-servicescape, that e-servicescape positively impacts trust, and that trust positively influences E-WOM and customer loyalty. Results indicated differences between email and SNS users.

Publication: Journal of Retailing and Consumer Services

Authors: Gina Tran

Notes: LCOB Top Tier Award 2019