Chocarro, Raquel; Cortiñas, Monica; Villanueva, Maria Luisa - In: Journal of Research in Interactive Marketing 9 (2015) 3, pp. 190-213
Purpose – The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the existence of unobserved heterogeneity. Specifically, this paper aims to test for the presence of customer heterogeneity; assess the impact of potential bias...