Liang, Chiung-Ju; Chen, Hui-Ju; Wang, Wen-Hung - In: The Service Industries Journal 28 (2008) 6, pp. 769-787
One characteristic of online consumer behavior is the low cost of searching for alternatives. Therefore, customer loyalty is more difficult to achieve in the online context than in the offline one. Although studies have discussed the effectiveness of relationship marketing, nearly all studies...