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The focus to date has been in the psychological contract between employer and employee. Based on the organizational behavior studies, this paper translates this theory to marketing relationships and develops a theoretical model involving psychological contract, customer trust, customer commitment, and customer loyalty, i.e., the relationship marketing mechanism based upon psychological contract. This...
Online trust is one of the key obstacles to vendors succeeding on the Internet medium; a lack of trust is likely to discourage online consumers from participating in e-commerce. Previous study most have investigated only a component of e-commerce (e.g., initial adoption or continuance), but neglected the role of good relations with the consumer in ensuring a successful sustained relationship. Therefore,...
The increasing popularity in the new digital economy, and the Internet is considered a technology asset because its efficiency to quickly break geographical barriers. The purpose of this study is to explore from customerspsila perspective what attracts them to online auction sites and keeps them coming back. This article provides an understanding on online auction customer with loyalty of online customer...
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