Towards understanding Internet loyalty through customer preference structures
This research is an exploration of how the capabilities of the Internet may have influenced customer preference structures and how these influences may, in turn, have affected loyalty behaviours. These relationships are explored from both customers’ and companies’ perspectives.
A theoretical model is developed which comprises four main components. These are (1) pre-purchase preference structures; (2) post-purchase preference structures (3) the Internet channel and (4) loyalty behavio...Expand abstract
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- University of Oxford
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- Dr Muriel Wilson-Jeanselme
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- N.B. For copyright reasons some figures have been removed from the pdf version of this thesis.
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