Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM. (March 2020)

• Record Type: Journal Article
• Authors: Tran, Gina A.; Strutton, David
• Is Part Of: Journal of retailing and consumer services. Volume 53(2020)
• Publication Date: 2020-03
• Subjects: E-servicescape -- Electronic word-of-mouth -- Trust -- Customer loyalty -- Customer reviews -- Online servicescape; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.03.009
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: For better or worse, satisfied or dissatisfied customers function as trusted branding faces for organizations as they transmit potentially viral messages through E-WOM. These E-WOM messages can prove marketers' best friends or worst enemies, depending on their tenor. With data from actual customers of an e-tailer, this research enriches our understanding of how e-servicescape is linked to E-WOM. E-servicescape captures the online environmental factors of marketers' websites. Two forms of E-WOM are examined; i.e., emails and social network postings. Customer reviews were investigated as a prospective sub-dimension of e-servicescape. Findings suggest that customer reviews play an integral role in the e-servicescape construct, that e-servicescape positively impacts trust and that trust positively influences E-WOM and customer loyalty. Two groups of customers were compared, and results indicated differences between email and SNS users. Theoretical and managerial insights related to E-WOM and electronic commerce shopping behavior were generated.