Carlos Flavián

The role played by perceived usability, satisfaction and consumer trust on website loyalty

We performed a study to determine the influence that perceived usability has on the users loyalty to websites that they visit. The results of the empirical analysis confirmed that the trust of the user increases when the user perceived that the system was usable and that there was a consequent increase in the degree of website loyalty. In the same way, greater usability was found to have a positive influence on user satisfaction, and this also generated greater website loyalty. Finally, it was found that user trust was partially dependent on the degree of consumer website satisfaction.

Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site

Purpose – The purpose of this paper is to analyze the effect of privacy and perceived security on the level of trust shown by the consumer in the internet. It also aims to reveal and test the close relationship between the trust in a web site and the degree of loyalty to it.Design/methodology/approach – First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi‐dimensional nature of the variables and the relationships between them. This is followed by an examination of the validation processes of the measuring instruments.Findings – Specifically, the study reveals that an individuals loyalty to a web site is closely linked to the levels of trust. Thus, the development of trust not only affects the intention to buy, as shown by previous researchers, but it also directly affects the effective purchasing behavior, in terms of preference, cost and frequency of visits, and therefore, the level of profitability provided by each consumer. In ad...

Perceived e‐service quality (PeSQ)

Purpose – The objectives of this article are to develop a multiple‐item scale for measuring e‐service quality and to study the influence of perceived quality on consumer satisfaction levels and the level of web site loyalty.Design/methodology/approach – First, there is an explanation of the main attributes of the concepts examined, with special attention being paid to the multi‐dimensional nature of the variables and the relationships between them. This is followed by an examination of the validation processes of the measuring instruments.Findings – The validation process of scales suggested that perceived quality is a multidimensional construct: web design, customer service, assurance and order management; that perceived quality influences on satisfaction; and that satisfaction influences on consumer loyalty. Moreover, no differences in these conclusions were observed if the total sample is divided between buyers and information searchers.Practical implications – First, the need to develop user‐friendly ...

The role of satisfaction and website usability in developing customer loyalty and positive word‐of‐mouth in the e‐banking services

Purpose – Customer loyalty and positive word‐of‐mouth (WOM) have been traditionally two main goals aimed at by managers. Focusing on the online banking, the importance of these concepts is even greater due to the increasing competence in electronic commerce. Thus, the purpose of this paper is to characterize both concepts in the e‐banking context.Design/methodology/approach – The influence of satisfaction and website usability in developing customer loyalty and positive WOM in the e‐banking business were measured. After the validation of measurement scales, hypotheses are contrasted through structural modelling.Findings – This research showed that satisfaction with previous interactions with the bank website had a positive effect on both customer loyalty and positive WOM. In addition, website usability was found to have a positive effect on customer satisfaction and, as expected, loyalty was also significantly related to positive WOM.Practical implications – In order to develop customer loyalty and positi...

The impact of participation in virtual brand communities on consumer trust and loyalty : The case of free software

Purpose – The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. For this reason, this work aims to explore some of the effects of participation in a virtual brand community on consumer behaviour.Design/methodology/approach – The paper proposes the positive effects of participation in a virtual community on both consumer trust and loyalty to the product, brand or organisation around which the community is developed. In addition, it also proposes a positive effect of trust on consumer loyalty. After the validations of measurement scales, the hypotheses are contrasted through structural modelling.Findings – The data, obtained through a web survey using members of several free software virtual communities, show that participation in the activities carried out in a virtual community may foster consumer trust and loyalty to the mutual interest of the comm...

The role of security, privacy, usability and reputation in the development of online banking

Purpose – The purpose of this research is to analyse the influence of perceived web site security and privacy, usability and reputation on consumer trust in the context of online banking. Moreover, the paper also aims to analyse the trust‐commitment relationship since commitment is a key variable for establishing successful long‐term relationships with customers.Design/methodology/approach – The paper describes the positive effects of security and privacy, usability and reputation on consumer trust in a web site in the online banking context. Besides this, it also suggests that trust has a positive effect on consumer commitment. After the validation of measurement scales, the hypotheses are contrasted through structural modelling. Finally, the paper compares the hypothesised model with a rival one in order to test the mediating role of trust.Findings – The data showed that web site security and privacy, usability and reputation have a direct and significant effect on consumer trust in a financial services...

The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking

Purpose – To analyze the relationship between corporate image and consumer trust in the context of financial services distribution.Design/methodology/approach – This paper analyzes the causal relationship that exists between corporate image and consumer trust in the financial services distribution through traditional channels, as well as over the internet. This paper also analyzes the moderating effect of relationship duration on the influence of the corporate image on trust.Findings – The results obtained show that in distribution through traditional channels no significant differences exist in the intensity of the effect of the image on trust in terms of the relationship duration. Nevertheless, significant differences in the financial services distribution over the internet have been observed.Practical implications – The significant influence that image exerts on consumer trust shows us that corporate image becomes a key tool for the management of trust in financial services distribution.Originality/val...

The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process

The increasing competitiveness in electronic business is motivating varying research on the principal antecedents of consumer loyalty. However, previous research is too scarce, so that there are notable aspects which must be analyzed in-depth. This research has focused on new topics about the development of online consumer loyalty, such as the role of familiarity and usability. Firstly, we analyze the effect of usability, reputation and satisfaction on consumer loyalty. The results have revealed the existence of a positive and significant influence of reputation and satisfaction on website loyalty. Secondly, we confirm the influence of usability on consumer satisfaction. Thirdly, we assess the moderating role of consumer familiarity on the relationships proposed in the research model. The analyses have shown that usability plays a special role in the loyalty formation process. At reduced levels of familiarity usability influences on loyalty through consumer satisfaction (indirect effect). However, if familiarity increases then perceived usability influences on loyalty not only through its effect on satisfaction, but also in a direct way. Consequently, higher levels of familiarity mean that the weight of usability in the explanation of website loyalty is higher. Finally, several conclusions, managerial suggestions, limitations and future research lines are proposed.

Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product

Purpose – To examine the influence of the perceived quality of a protected designation of origin (PDO) product on consumer loyalty and buying intentions.Design/methodology/approach – The study examines the relationships between intrinsic and extrinsic quality attributes, loyalty and buying intention. Information was obtained from an initial qualitative approach based on a group dynamic to allow the development of scales to quantify the different concepts. Personal interviews were then conducted with 251 consumers based on a structured questionnaire.Findings – The study reveals the existence of a positive and significant relationship between the extrinsic attributes of a traditional food product and loyalty expressed by consumers. It also shows that the perceived quality associated with the intrinsic attributes of the product has a positive and significant influence on buying intentions.Practical implications – The PDO should seek to foster the perceived quality of intrinsic attributes in order to enhance ...

Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities

The Internet has favored the growth of collaborative platforms where marketers and consumers interact to develop more engaging products and services. These platforms are usually centered in a specific brand/product and their members are linked by a shared admiration to that brand. This paper analyzes one of the most powerful online collaborative platforms, the free software (FS) case, which involves a lot of virtual communities developed around products such as Linux or Android, the new Googles mobile operating system. Our purpose is to determine some of the main antecedents and consequences of the consumer involvement in this type of communities. Results have shown that satisfaction with a virtual community may increase the level of consumer participation in that community. At the same time, a greater identification with the virtual community may increase indirectly the consumer participation thanks to the enhancement of his/her satisfaction with the community. We have also found positive and significant effects of consumer identification and participation on the level of community promotion. Finally, positive and significant effects of consumer participation and satisfaction with the community on loyalty to the FS were also found. These findings allow us to conclude some interesting managerial implications.