Published Online:August 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM060824
Author Name:Factors Influencing Customer Commitment to Online Service Brands: An Exploratory Study
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:21
The concept of brand commitment has been widely studied in recent years both by academicians and marketing practitioners. Most of the research on commitment is focused on offline purchases but the popularity of e-commerce has necessitated a relook at the changing face of brand commitment. The determinants of brand commitment in an online context are very different from offline purchases and more challenging to evaluate as there is a heightened amount of perceived risk. Consumers need to rely on factors like the information presented by the online service provider to form a judgment about the service. This study explores the factors influencing consumers’ commitment to online service brands in the context of their increased risk perception. The potential determinants of consumers’ loyalty to an online service portal, which include information satisfaction, security perception, and brand awareness, are crucial because, in online shopping, consumers must base their choices for purchasing solely on the product or service information presented on the website. When consumers are happy with such data options and understand it clearly, it will lead to a long-term relationship with the website. The results of the online survey among 400 respondents who were users of online movie ticket booking platform indicate that awareness of online service brand and satisfaction of the consumers about the information presented on the site significantly and positively influence a consumer’s perception about the security of the site. The outcomes also reveal that a relational benefits mediates the influence of security perception on consumer commitment to online service brand.
In recent decades, online service firms have become popular across the world, and security has become an essential element for the success of an online service (Flavian et al., 2006; Chang and Chen, 2008; and Amin et al., 2021). In literature related to e-commerce, dimensions of security perception are scarce