Abstract
Despite the extensive interest in trust within information systems (IS) and e-commerce disciplines, only few studies examine trust in the post-adoption phase of the customer relationship. Not only gaining new customers by increasing adoption, but also keeping the existing ones loyal, is largely considered important for e-business success. This paper scrutinizes the role of trust in customer loyalty, focusing on B2C e-services by conducting a three-sectional literature review stemming from IS, e-commerce and marketing. The key findings of this study are: 1. Literature discussing the role of trust after the adoption phase is relatively scarce and fragmented 2. In the empirical testing trust is mostly viewed as a monolith 3. Quantitative research methods dominate the field 4. Since trust may play a role during the whole relationship, also dynamic ways to scrutinize trust would be appropriate. Implications of these findings are discussed and ideas for further research suggested.
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© 2007 IFIP International Federation for Information Processing
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Mäntymäki, M. (2007). The role of post-adoption phase trust in B2C e-service loyalty: towards a more comprehensive picture. In: Wang, W., Li, Y., Duan, Z., Yan, L., Li, H., Yang, X. (eds) Integration and Innovation Orient to E-Society Volume 2. IFIP International Federation for Information Processing, vol 252. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-75494-9_18
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DOI: https://doi.org/10.1007/978-0-387-75494-9_18
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