Impact of customers' assessment of website attributes on e-relationship in the securities brokerage industry: A multichannel perspective |
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| Institution: | 1. Université Laval/American University in Dubai, 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;2. Université Laval/Kedge Business School (Marseille), 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;1. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;1. College of Business, Zayed University, P.O Box 144534, Abu Dhabi, UAE;2. College of Art and Creative Enterprise, Zayed University, P.O Box 144534, Abu Dhabi, UAE;1. Department of Management & Marketing, College of Business Administration & Information Sciences, Clarion University of Pennsylvania, 317 Still Hall, 840 Wood Street Clarion, PA 16214, United States;2. Department of Economics and Business Washington and Jefferson College, Burnett 110, 60 South Lincoln Street, Washington PA 15301, United States;1. Babson College, Babson Park, MA 02457, United States;2. School of Family and Consumer Science, Texas State University, San Marcos, TX 78666, United States;3. Lancaster University, United Kingdom;4. BSc Program of Retail Management at the Stockholm School of Economics, Stockholm, Sweden;5. School of Business, Tecnológico de Monterrey, Guadalajara, Mexico;1. University of Tartu, School of Economics and Business Administration, Narva Rd. 4, 51009 Tartu, Estonia;2. University of Latvia, Faculty of Economics and Management, Aspazijas b. 5, Riga LV-1050, Latvia |
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| Abstract: | The paper focuses on the comparison between pure e-retailers and multichannel retailers' customers and how they differ in their evaluations of functional and relational attributes of the website, as well as how these attributes impact online relationships. An online survey among online securities investors was conducted. Subjects were self-selected from blogs and forums dedicated to personal finance. A total of 326 questionnaires formed the final sample of this study. By using a series of univariate analyses of variance, structural equation modeling, and multi-group analysis, this research empirically demonstrates that the e-service quality evaluation and determinants of online relationship are different in multichannel contexts versus pure online ones. Results show that customers of multichannel retailers are not more loyal than those of pure online retailers. However, multichannel retailers exceed pure online retailers at achieving a higher level of online trust and a higher assessment of website features. The paper concludes with managerial implications that may be useful in multichannel retailing. |
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| Keywords: | Multichannel retailing Web 2 0 Internet-Brokerage industry E-relationship E-service quality Online customer loyalty Multi-group Analysis |
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