Template-type: ReDif-Paper 1.0
Author-Name: Riel Allard C.R. van
Author-Name: Streukens Sandra
Author-Name: Lemmink Jos
Author-Name: Liljander Veronica
Author-workplace-name: METEOR
Title: Boost Customer Loyalty With Online Support: The Case Of Mobile Telecomms Providers
Abstract: The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The Internet has the potential to dominate all other marketing channels when it comes to the interactive and personalized communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.
Keywords: marketing ; 
Series: Research Memoranda
Creation-Date: 2003
Number: 029
File-URL: http://digitalarchive.maastrichtuniversity.nl/fedora/objects/guid:160f1816-48d8-49d4-adff-c1995bc6cc0c/datastreams/ASSET1/content
File-Format: application/pdf
File-Size: 512747
Handle: RePEc:unm:umamet:2003029