Rela ionship Bonds and Loyal y on Online Cus ome s
Supe iso : D .
Te esa Ma ia Rocha Fe nandes Sil a
Rela ionship Bonds and Loyal y on Online Cus ome s
by
And eia Gomes
Mas e Disse a ion in Ma ke ing
Te esa Ma ia Rocha Fe nandes Sil a
Sep embe , 2014
Rela ionship Bonds and Loyal y on Online Cus ome s
ii
Sho Biog aphy
G adua e on Managemen in 2009 a School o Economics and Managemen o
Uni e si y o Minho.
Wo ked as adminis a i e in he insu ances sec o om 2009 o 2010 and hen,
om 2010 o 2012 as ma ke ing assis an o an elec onic equipmen manu ac u e and
o a pape dis ibu o . In 2012, s a ed o wo k as web con en manage in an online
e aile .
iii
Acknowledgmen
Fi s o all I would like o hanks o my husband o all his suppo , pa ience and
unde s anding du ing he pas wo yea s o his Mas e . Wi hou him, his disse a ion
would no be a eali y.
Secondly, I would like o hanks o my pa en s o he incen i es and suppo .
E e y ime ha I wan ed o qui , hey we e he e o emembe me ha i was only a las
e o .
Finally, I would like o hanks o D . Te esa Ma ia Rocha Fe nandes Sil a o he
guidance and supe ision, which was c ucial o he de elopmen o his disse a ion,
and o he ac ha she was always a ailable o answe my ques ions and o e come my
doub s.
i
Abs ac
O e he las yea s, mo i a ed by he g ea e accep ance o online shopping by
indi idual cus ome s, online companies ha e shown in e es in unde s anding how o
main ain long-las ing ela ionships wi h hei cus ome s, as hey ealised ha long- e m
cus ome s a e cheape o main ain, hey a e mo e likely o buy addi ional
se ices/p oduc s om he company, o exp ess posi i e opinions (wo d o mou h) and
o make ecommenda ions o o he s, and o esis o pe suasion a emp s om
compe i ion. Howe e , o loyal an online cus ome is mo e demanding han o loyal an
o line one because hey ha e a la ge desi e o sea ch, compa e and y new hings, and
he in e ne is he bes , cheapes and as es way o do i . This hampe s ela ionship
building and, he e o e, he exis ence o any bonds.
In his con ex , his disse a ion aimed o iden i y he ela ional bonds ha eme ge
om cus ome - i m in e ac ion, on elec onic comme ce, and o unde s and which ones
ha e a highe in luence on cus ome loyal y. To pu sue ha goal an explo a o y esea ch
wi h Po uguese online cus ome s was ca ied ou , h ough he adminis a ion o a web
su ey ques ionnai e.
The esul s om he da a analysis showed ha emo ional bonds, inancial bonds
and s uc u al bonds, in his exac o de , had he highes ela i e con ibu ions o explain
loyal y, bu only inancial bonds and emo ional bonds we e ound o signi ican ly a ec
loyal y.
This s udy made con ibu ions o he managemen and he li e a u e. As
managemen is conce ned, his s udy demons a ed ha o achie e cus ome loyal y,
online companies should in es in de eloping posi i e emo ions and gi e online
cus ome s economic bene i s. As li e a u e is conce ned, a new app oach on ela ional
bonding on online en i onmen was made; i was shown ha online ela ional bonds
di e om o line ela ional bonds; and ha online cus ome s seem o be less loyal.
Keywo ds: Rela ionship Ma ke ing; Rela ional Bonds; Cus ome Loyal y; E-
comme ce.
Sumá io
Nos úl imos anos, mo i ado pela g ande acei ação das comp as ele ónicas
(online) pelos consumido es, as emp esas de comé cio ele ónico êm mos ado
in e esse em pe cebe como man e elações du adoi as com os seus consumido es, pois
pe cebe am que clien es de longa da a são mais ba a os de man e , são mais p o á eis
de comp a se iços/p odu os adicionais da emp esa, de exp essa opiniões posi i as
(passa-a-pala a), de aze ecomendações e de esis i a en a i as de pe suasão da
conco ência. Con udo, ideliza um clien e online é mais complicado do que ideliza
um clien e adicional, po que os p imei os êm um g ande desejo de pesquisa ,
compa a e expe imen a coisas no as, e a in e ne é a melho , mais ba a a e mais ápida
o ma de o aze . Is o di icul a o desen ol imen o de elações e a exis ência de laços.
Nes e con ex o, es a disse ação em como obje i o iden i ica os laços elacionais
que eme gem da in e ação consumido -emp esa, no comé cio online, e pe cebe quais
êm maio in luência na lealdade do consumido . Pa a pe segui es e obje i o oi
elabo ada uma pesquisa explo a ó ia com consumido es po ugueses que comp am
online, a a és da adminis ação de um inqué i o po ques ioná io na in e ne .
Os esul ados ob idos da análise de dados mos a am que os laços emocionais,
inancei os e es u u ais, po es a o dem, êm a maio con ibuição ela i a pa a explica
a lealdade, mas apenas os laços inancei os e emocionais a e am signi ica i amen e a
lealdade.
Es e es udo ap esen ou con ibuições pa a a ges ão e li e a u a. Ao ní el da ges ão,
es e es udo demons ou que pa a alcança a lealdade, as emp esas online de em in es i
em desen ol e emoções posi i as e o e ece bene ícios económicos aos seus clien es.
Rela i amen e à li e a u a, ap esen ou-se uma no a abo dagem ela i amen e aos laços
elacionais no con ex o do comé cio online; demons ou-se que os laços elacionais
online são di e en es dos o line (emp esais com ope ação adicional); e que os
consumido es online pa ecem se menos leais.
Pala as-cha e: Ma ke ing Relacional; Laços Relacionais; Lealdade; Comé cio
Ele ónico.

i
Table o Con en s
Sho Biog aphy ................................................................................................................ ii
Acknowledgmen ............................................................................................................. iii
Abs ac ............................................................................................................................ i
Sumá io .............................................................................................................................
Table o Con en s ............................................................................................................. i
Table o Tables and Figu es........................................................................................... iii
Table o Tables ........................................................................................................... iii
Table o Figu es ......................................................................................................... iii
Chap e 1 - In oduc ion .................................................................................................... 1
1.1
Backg ound ............................................................................................................ 2
1.2 Objec i es and impo ance o s udy ........................................................................ 3
1.3 Repo S uc u e ...................................................................................................... 4
Chap e 2 – Li e a u e Re iew .......................................................................................... 6
2.1 Rela ionship Ma ke ing ........................................................................................... 7
2.2 Rela ional Bonds ................................................................................................... 10
2.3 Cus ome Loyal y .................................................................................................. 11
2.3.1 An eceden s o A i udinal and Beha iou al Loyal y .................................... 14
2.3.2 Online Loyal y s. O line Loyal y................................................................ 16
Chap e 3 - Resea ch F amewo k and Me hodology ...................................................... 19
3.1 Resea ch F amewo k ............................................................................................. 20
3.1.1 Resea ch Objec i es ....................................................................................... 20
3.1.2 Resea ch Hypo hesis ...................................................................................... 21
3.2 Me hodology ......................................................................................................... 22
3.2.1 Resea ch Me hodology .................................................................................. 22
3.2.2 Da a Collec ion .............................................................................................. 24
ii
Chap e 4 - Da a Analysis ............................................................................................... 25
4.1 Desc ip ion o he Sample ..................................................................................... 26
4.2 Da a Analysis ........................................................................................................ 27
4.2.1 Explo a o y Fac o Analysis .......................................................................... 27
4.2.2 Desc ip i e S a is ics...................................................................................... 29
4.2.3 Mul iple Linea Reg ession ........................................................................... 31
Chap e 5 – Final Conclusions ........................................................................................ 33
5.1 Discussion o Resul s ............................................................................................ 34
5.2 Con ibu ions o Theo y and Managemen .......................................................... 37
5.3 Limi a ions and Fu u e Resea ch .......................................................................... 37
Re e ences ....................................................................................................................... 39
A achmen s .................................................................................................................... 44
A achmen 1 – Ques ionnai e ..................................................................................... 45
A achmen 2 – Ques ionnai e Measu emen I ems .................................................... 48
iii
Table o Tables and Figu es
Table o Tables
Table 1 – Quali a i e esea ch e sus Quan i a i e Resea ch ......................................... 23
Table 2 – Ro a ed Fac o Ma ix .................................................................................... 28
Table 3 – Desc ip i e S a is ics o Rela ional Bonds and Loyal y ................................ 30
Table 4 - Reg ession Analysis be ween Rela ional Bonds a iables and Loyal y.......... 32
Table 5 – Resea ch Hypo hesis Valida ion ..................................................................... 32
Table o Figu es
Figu e 1 – Rela i e A i ude-Beha iou Rela ionship .................................................... 12
Figu e 2 – Cus ome Loyal y F amewo k....................................................................... 15
Figu e 3 – Hypo hesized Model...................................................................................... 22
Figu e 4 – Desc ip i e S a is ics o Sample Cha ac e is ics .......................................... 26
1
Chap e 1 - In oduc ion
8
Mo eo e , Be y and G ön oos, bo h see RM as “main aining and enhancing
ela ionships wi h cus ome s”, because ma ke ing can no longe be only abou a ac ing
new cus ome s, selling and deli e ing p oduc s, as ansac ional ma ke ing is (Na eh,
Agbemabiese e al., 2013). Now ma ke ing (RM) has o unde s and and an icipa e
cus ome s’ needs, in es ing in a wo-way communica ion app oach (Leahy, 2011), in
o de o build long-las ing ela ionships wi h cus ome s ha ul ima ely will lead o
cus ome loyal y.
Companies now ace highe challenges, being cus ome s’ inc easing powe one o
hem. Cus ome s’ inc easing powe is mainly a consequence o he echnological wo ld.
Today’s cus ome s a e mo e sophis ica ed, be e in o med and mo e demanding. They
do no jus wan goods o se ices, “ hey demand a much mo e holis ic o e ing”
(G ön oos 2004, p. 101), ha con ains in o ma ion abou he p oduc usage, sa e y,
ins alla ion and epai ing, ailo -design, jus -in- ime logis ics, complains managemen ,
e c. (G ön oos, 2004). Ve y o en he inexis ence o ha holis ic o e is a dissa is ac ion
mo i e. Since a company canno e ain a dissa is ied cus ome , i canno loyal him/he
ei he . The e o e, in a ela ionship pe spec i e, companies’ o e should include a co e
solu ion/p oduc and a ange o addi ional se ices (G ön oos, 2004).
Al hough ela ionship ma ke ing leads o cus ome sa is ac ion and loyal y (Leahy,
2011), i will no au oma ically lead o s ong cus ome ela ionship, because cus ome s
ha e di e en ela ionship le els (Liljande and S and ik, 1995).
Following his iew, Dwye , Schu e al., (1987) elabo a ed a i e phase
ela ionship li ecycle amewo k o explain how cus ome -selle ela ionship e ol e.
Those i e phases a e: awa eness, explo a ion, expansion, commi men and dissolu ion.
In he ela ionship awa eness phase, buye s ecognize selle s as easible based on
supplie ’s epu a ion, howe e , no ype o in e ac ion occu s a his s age
(Te awa ana ong, Whi well e al., 2007). In he nex phase, ela ionship explo a ion,
social in e ac ion is de eloped as communica ion and ial pu chases a e ini ia ed. A
explo a ion, buye s es selle s’ pe o mances, as well as hey y o exe cise powe
h ough nego ia ion. T us is s a ed o build up.

9
The nex s ep in he buye -selle ela ionship, labelled as ela ionship expansion, is
o hink on he long- e m. Acco ding o Dwye , Schu e al. (1987), du ing ela ionship
expansion, buye -selle ela ionship is deepened by inc easing ela ionship
in e dependency (Te awa ana ong, Whi well e al., 2007). As he buye is conce ned,
al e na i e p o ide s lis will be na owed and swi ching cos s will inc ease, as a highe
ela ionship independency and us a e c ea ed. As a consequence, buye s’ sa is ac ion
ega ding he ela ionship is enhanced. As he supplie is conce ned, mo e buye s us
means lowe pe cei ed isk and mo e con idence, which, as a esul , will lead o mo e
epu chase in en ion, less nega i e wo d o mou h and ela ionship con inui y
(Te awa ana ong, Whi well e al., 2007).
In Dwye ’s ela ionship li ecycle amewo k, ela ionship commi men is he
phase ha e e y selle is willing o achie e, because is a his le el ha cus ome loyal y
is achie ed (Dwye , Schu e al., 1987). A his s age, buye and selle bene i om
ela ionship con inui y and long- e m o ien a ion. The selle has e ained a cus ome ha
is willing o esis a ac i e sho e - e m bene i s o e ed by o he s and o de elop
social no ms and he buye has a selle ha knows he buye ’s needs and i is able o
an icipa e and espond acco ding o hem (Te awa ana ong, Whi well e al., 2007).
When a buye is commi ed o a selle , i means ha he buye has enough accumula ed
expe ience o uly us he selle and o de elop an a ec i e commi men .
The las one is ela ionship dissolu ion. As Dwye , Schu e al., (1987) s a ed, no
e e y buye -selle ela ionship en e s he explo a ion phase, and e en he ones ha do
pass explo a ion, may no en e expansion o u n in o commi men , due o in e nal and
ex e nal ci cums ances ha may o ce buye s o g adually lea e he ela ionship
(Te awa ana ong, Whi well e al., 2007).
Summing wha was s a ed abo e; ela ionship ma ke ing c ea es a dialogue
be ween cus ome s and p o ide s in o de o de elop long- e m loyal y. Dwye ’s
ela ionship li ecycle amewo k shows ha “commi men is he climax o ela ional
bonding” (Te awa ana ong, Whi well e al., 2007, p. 923), and G ön oos (2004)
showed ha s eng hening bonds is a way o achie ing cus ome loyal y. In sum, o
achie e long- e m cus ome loyal y, ela ionship ma ke ing has o c ea e and s eng hen
ela ional bonds be ween cus ome s and p o ide s.
10
In he nex sec ion, ela ional bonds and cus ome loyal y will be discussed in
de ail.
2.2 Rela ional Bonds
Bonds a e he exi ba ie s ha ie he cus ome o he i m and main ain he
ela ionship (Liljande and S and ik,1995; Smi h,1998; Wendelin, 2011). Bonds can
cause a posi i e and nega i e impac in he ela ionship, a ec ing ela ionship s eng h
(Wendelin, 2011). The mos commons bonds on he li e a u e a e: inancial, social,
s uc u al and emo ional bonds (Be y, 1995; Lin, Weng e al., 2003; Hsieh, Chiu e al.,
2005; Chen and Chiu, 2009; Huang, Fang e al., 2014).
Financial bonds enhance cus ome ela ionship by gi ing economic incen i es,
such as money sa ings (Be y 1995; Lin, Weng e al., 2003; Hsieh, Chiu e al., 2005).
Special p ices, discoun s, gi wi h pu chase and o he inancial incen i es can keep
egula cus ome s and make hem became loyal (Shammoun , Polonsky e al., 2007).
Quo ing NFO In e ac i e esea ch and consul ing i m, Hsieh, Chiu e al. (2005) s a es
ha “53 pe cen o In e ne use s would buy mo e om e-comme ce endo s ha
o e ed plans h ough which poin s we e accumula ed o me chandise o se ice
edemp ion”. Addi ionally, non-mone a y ime sa ings a e also conside ed as a inancial
bond. As an example, long- e m clien s can ge a quicke se ice han o he clien s (Lin,
Weng e al., 2003).
Social bonds o m h ough he in e pe sonal in e ac ion be ween he cus ome and
he company and hey secu e loyal y wi h iendship. To achie e a social bond wi h
cus ome s, i ms should main ain close con ac wi h hem ( o ins ance: e-mails
pe sonalized by name), exp ess hei iendship, show ha hey ca e abou hei needs
( wo-way communica ion) and know hei as es. Social bonds also de elop be ween
cus ome - o-cus ome in e ac ions and iendship, when hey a e sponso ed by he
company (sponso ed communi ies) (Lin, Weng e al., 2003; and Hsieh, Chiu e al.,
2005). Social bonds imp o e mu ual unde s anding and con ibu e o an open and close
ela ionship (Hsieh, Chiu e al., 2005).
S uc u al bonds exis when he company o e s solu ions o i s clien ’s p oblems
h ough a se ice-deli e y sys em (Lin, Weng e al., 2003; Hsieh, Chiu e al., 2005).
11
F om he clien s iew poin , hese solu ions a e aluable and unique (Be y 1995), hey
educe ime and isk and inc ease con enience. When an online e aile o e s cus ome s
mo e in o ma ion, i is seen as compe en and us wo hy (Hsieh, Chiu e al., 2005). In
addi ion, when a business o e s inno a i e p oduc s designed o ma ch cus ome s’
needs, in eg a ed cus ome da abase and wo-way exchange in o ma ion echnology,
hese a e conside ed an impo an ad an age o e compe i ion (Lin, Weng e al., 2003).
Emo ional bonds o a ec i e bonds a e posi i e and a ou able emo ions
(passion, decla a ion o lo e, posi i e e alua ion) associa ed wi h a ela ionship, which
p e en swi ching beha iou and s eng h cus ome -b and ela ionship (Vlachos,
Theo okis e al., 2010; Moo e, Ra neshwa e al., 2012). Fi ms can enhance hese bonds
h ough ac s o kindness om employees’ ac ions pe cei ed as no being pa o hei
esponsibili y (Moo e, Ra neshwa e al., 2012). When cus ome s eel ha he e is no
di e ence be ween p o ide s, he emo ional bond can cons i u e a swi ching ba ie
(S en, Ewa e al., 2008).
2.3 Cus ome Loyal y
Cus ome loyal y has been de ined as he ela ionship s eng h be ween cus ome ’s
psychological commi men owa ds a b and, s o e o p oduc and pe manen pu chase.
A s ong and a a ou able psychological commi men o ela i e a i ude owa ds a
b and, p oduc o s o e, as well as epea pa onage, posi i ely in luence long- e m
loyal y (Dick and Basu, 1994; Chaudhu i and Holb ook, 2001; and Huang, Fang e al.,
2014). Howe e , some imes cus ome s ha e a a ou able a i ude owa ds a
b and/p oduc /s o e bu do no buy i equen ly because he/she has a g ea e a ou able
a i ude owa ds ano he one.
Mo eo e , e en when cus ome s ha e a a ou able a i ude owa ds a b and, ha
posi i e ela i e a i ude “may a y on a con inuous om weak o s ong depending on
he indi iduals’ e alua i e assessmen ” (Dick and Basu, 1994, p. 101). The e o e, i is
impo an o unde s and he cus ome ’s le el o ela i e a i ude as well as he
cus ome ’s le el o epea pa onage. Dick and Basu (1994) p esen ed ou condi ions
(Figu e 1).
12
Figu e 1 – Rela i e A i ude-Beha iou Rela ionship (adap ed om Dick and Basu, 1994)
______________________________________________________________________
Repea Pa onage
High Low
Rela i e A i ude
High Loyal y La en
Loyal y
Low Spu ious
Loyal y No
Loyal y
______________________________________________________________________
The wo s scena io happens when cus ome s’ ela i e a i ude and epea
pa onage a e low (Figu e 1). In his case we ha e an absence o loyal y. This si ua ion
can occu o new p oduc s, b ands o s o es which need an implemen a ion o a
ma ke ing communica ion plan o inc ease awa eness. I can also occu when b ands a e
seen as almos equal and, he e o e, social no ms ( a ou able loca ion, o example) o
si ua ional exigencies (agg essi e ade p omo ions, o example) need o be
manipula ed, aiming o c ea e spu ious loyal y.
Spu ious loyal y occu s when buying beha iou i is no in luenced by a i udes
(low ela i e a i ude wi h high epea pa onage – Figu e 1). I he e is li le
di e en ia ion be ween b ands, especially in low in ol emen ca ego ies, consume s
buying decision will ely on si ua ional cues ( amilia i y o deals) and can be inc eased
by social bonding (in e pe sonal ela ionship). As opposed o spu ious loyal y, la en
loyal y is cha ac e ized by a high ela i e a i ude wi h low epea pa onage (Figu e 1).
In his case, a cus ome may ha e a a ou able a i ude owa ds a b and, bu due o
subjec i e no ms o si ua ional e ec s, i no leads o epea pa onage. Fo example, i a
cus ome has a posi i e and a ou able ela i e a i ude owa ds a es au an ha only
se es mea and ha cus ome has o choose a es au an o a g oup o iends
composed by ege a ian people, he/she will ha e o choose ano he es au an .
The las condi ion p esen ed by Dick and Basu (1994) is loyal y. Loyal y is he
a ge o ela ionship ma ke ing and he ou come o a success ul ela ional bond
s a egy. When consume s ha e a high ela i e a i ude and a high epea pa onage
13
(Figu e 1), al hough hey a e able o pe cei e di e ences be ween compe ing b ands,
hey do no de ec . Compe i ion is likely o y: o dec ease pe cei ed di e en ia ion
wi h he leading b and and o inc ease pe cei ed di e en ia ion in i s a ou , ins ead; o
induce spu ious loyal y h ough he manipula ion o si ua ional ac o s; and/o apply in-
s o e p omo ions and displays o di e a en ion om a i udes o cha ac e is ics o he
pu chase con ex , o ins ance in he consume nondu ables ma ke .
Loyal y is hen concep ualized as a high and posi i e ela i e a i ude (a i udinal
loyal y) combined wi h a high epea pa onage (beha iou loyal y).
Beha iou al loyal y has been measu ed acco ding o pu chase equency,
p opo ion o pu chases, pu chase sequence and p obabili y o pu chase, o e a ce ain
pe iod o ime (Shammoun , Polonsky e al., 2007). I is a much mo e a ional ype o
loyal y.
A i udinal loyal y ela es o cus ome ’s p e e ences ega ding a b and:
con inuing o pu chase, wo h-o -mou h and ecommenda ion, a oid swi ching
beha iou (Shammoun , Polonsky e al., 2007), inc ease olume o pu chases, accep o
pay a p emium p ice (Zei haml, Be y e al., 1996). A i udinally-loyal cus ome s a e
less suscep ible o nega i e in o ma ion abou a b and/p oduc /s o e han o he
cus ome s (Donio, 2006), because hey a e emo ionally a ached.
Cus ome loyal y was i s ly measu ed using only beha iou al loyal y because i is
obse able and easie o measu e; he da a is less cos ly o collec and help ul as
benchma k (Ques e and Lim, 2003). Ne e heless, beha iou al loyal y canno explain
how and why cus ome loyal y is de eloped and modi ied (Dick and Basu, 1994). Fo
ins ance, a consume may epea edly buy a b and o p oduc because i is con enien o
because i is a habi and no necessa ily because he/she p e e s i . Thus, soone o la e
ha consume migh be a ac ed by a p ice cu o discoun in a compe i i e p oduc
(Ques e and Lim, 2003). Consequen ly, cus ome loyal y should also be measu ed
conside ing he psychological a achmen ha a cus ome has o a b and/p oduc . Many
au ho s used hese wo app oaches o measu e cus ome loyal y (Dick and Basu, 1994;
Too, Souchon e al., 2001; Ques e and Lim, 2003; and Huang, Fang e al., 2014).

14
2.3.1 An eceden s o A i udinal and Beha iou al Loyal y
I is now know ha in o de o achie e loyal y; a s ong and a a ou able
psychological commi men ( ela i e a i ude) owa ds a b and, p oduc o s o e, as well
as epea pa onage ha e o coexis (Figu e 1). As a eason, i is impo an o unde s and
he causal an eceden s o bo h A i udinal and Beha iou al Loyal y. The an eceden s o
be p esen ed ollow Dick and Basu (1994) wo k and a e summa ized in Figu e 2.
Rela i e a i ude o a i udinal loyal y is in luenced by Cogni i e, A ec i e and
Cona i e an eceden s, while epea pa onage o beha iou al loyal y is in luenced by
Rela i e A i ude, Social No ms and Si ua ional In luences (Figu e 2).
Cogni i e an eceden s a e cons i u ed by: he easy ha an a i ude can be e ie ed
om memo y (accessibili y), as an au oma ically ac i a ed a i ude is mo e likely o
guide beha iou ; he le el o ce ain y associa ed wi h an a i ude o e alua ion
(con idence); he deg ee o which an a i ude owa d a b and is ela ed o he alue
sys em o an indi idual (cen ali y), because cen al a i udes a e mo e esis an o
compe ing in luence, a e cons an o e ime and hey a e highly associa ed wi h
beha iou ; and he le el o cla i y when consume s ind al e na i e a i udes owa ds he
a ge b and, p oduc and s o e, since cla i y can c ea e condi ions o p ese a ion o an
a i ude- epea pa onage bond.
A ec i e an eceden s in u n comp ise: emo ions, as hey a e associa ed wi h
in ense s a es o a ousal, lead o ocused a en ion on speci ic a ge s and a e capable o
dis up ing ongoing beha iou ; eeling s a es/moods, e en hough hey a e no as in ense
as emo ions, as dis up i e as ongoing beha iou and so pe manen , hey can in luence
loyal y h ough hei impac on accessibili y. Indi iduals in good moods end o indulge
in sel -g a i ica ion mo e han hose in bad moods (Mischel, Coa es and Rasko , 1968
ci . in Dick and Basu, 1994). Mo eo e , a ec i e an eceden s also comp ise: p ima y
a ec ha ep esen esponses ha a e independen o cogni ions, and may be s imula ed
by ende ing a amilia and p e e ed senso y expe ience a ailable in he immedia e
pu chase si ua ion (using ag an a omas in s o es, o example); and he ma ching o
consume ’s expec a ions and b and/p oduc pe cei ed pe o mance sa is ac ion.
Finally, cona i e
an eceden s (
swi ching cos s
, which a e he
supplie 's p oduc o ano he " (Po e , 1980, p. 10
cos s, because
hey can in luence consume s’ pu
epea pa onage; and
u u e
p oduc a ailabili y may ac o ei he pos pone a epu chase o he cu en p oduc
inc ease epu chase.
Figu e 2 –
Cus ome Loyal y F amewo k
__________________________________
______________________________________________________________________
As
e e ed abo e
no ms and si ua ional ac o s
an
a i ude; he e o e, hey a e
a i ude was al eady
explained
below.
Social no ms
, when
un ela ed beha iou .
Fo example, a consume may ha e a high ela i e a i ude owa d
a ashion bou ique bu may eel el
Cogini e
An eceden es
- Acessibili y
- Con idence
- Cen ali y
- Cla i y
A ec i e
An eceden s
- Emo ions
- Feeling S a es
- P ima y A ec
- Sa is ac io
Cona i e
An eceden s
- Swi ching Cos s
- Sunk Cos s
- Expec a ion
an eceden s (
conno a ions o
beha iou al disposi ion) in ol es
, which a e he
"one ime cos s acing he buye o swi ching om one
supplie 's p oduc o ano he " (Po e , 1980, p. 10
ci . in
Dick and Basu, 1994)
hey can in luence consume s’ pu
chases,
inc easing he likelihood o
u u e
expec a ions,
gi en ha consume s' expec a ions abou
p oduc a ailabili y may ac o ei he pos pone a epu chase o he cu en p oduc
Cus ome Loyal y F amewo k
(adap ed om Dick and Basu, 1994)
__________________________________
____________________________________
______________________________________________________________________
e e ed abo e
epea ed pa onage is in luenced by
ela i e a i ude, social
no ms and si ua ional ac o s
(Figu e 2). These migh ei he compl
emen o con adic
a i ude; he e o e, hey a e
mode a o s o loyal y
(Dick and Basu, 1994)
explained
, as a eason, he emaining an eceden s a e p esen ed
, when
hey
a e di e gen om an a i ude, hey may lead o
Fo example, a consume may ha e a high ela i e a i ude owa d
a ashion bou ique bu may eel el
uc an o pa onize i due o he high p ice le el o he
Social
No ms
Si ua ional
In luences
Rela i e
A i ude Repea
Pa onage
Rela ional Bonds Fo ma ion
15
beha iou al disposi ion) in ol es
:
"one ime cos s acing he buye o swi ching om one
Dick and Basu, 1994)
; sunk
inc easing he likelihood o
gi en ha consume s' expec a ions abou
p oduc a ailabili y may ac o ei he pos pone a epu chase o he cu en p oduc
o
____________________________________
______________________________________________________________________
ela i e a i ude, social
emen o con adic
(Dick and Basu, 1994)
. Rela i e
, as a eason, he emaining an eceden s a e p esen ed
a e di e gen om an a i ude, hey may lead o
Fo example, a consume may ha e a high ela i e a i ude owa d
uc an o pa onize i due o he high p ice le el o he
Long- e m
Loyal y
16
s o e. Si ua ional ac o s, can in luence loyal y h ough ac ual o pe cei ed oppo uni y
o engaging in a i ude-consis en beha iou (i.e., sales o p e e ed b ands), incen i es
o swi ching o compe ing b ands (i.e., deals), and in-s o e p omo ions ha may ake
he consume o buy a no so desi ed b and.
In sum, loyal cus ome s a e cheape o main ain and hey a e mo e likely o buy
addi ional se ices/p oduc s om he company, o exp ess posi i e opinions (wo d o
mou h), o make ecommenda ions o o he s, o esis o pe suasion a emp s and o ha e
a educed sea ch mo i a ion (Dick and Basu, 1994). They a e e en willing o pay mo e
o a b and/p oduc i hey ind a dis inc alue ha no o he has (Chaudhu i and
Holb ook, 2001).
The e o e, he s udy o social no ms and si ua ional ac o s, as well as ela i e
a i ude, as a way o o e an indica ion o he s eng h o loyal y, is c ucial. The
s onge he ela i e a i ude owa ds a b and, he mo e likely he indi idual is o
o e come coun e ailing social no ms and/o si ua ional con ingencies. Besides, loyal y
anges on a con inuous om “spu ious” o “ ue”, and he ela ional bonds o med
du ing he cus ome - i m ela ionship lead o loyal cus ome s (Figu e 2).
2.3.2 Online Loyal y s. O line Loyal y
In he p e ious sec ions loyal y was p esen ed ollowing li e a u e applied o he
o line en i onmen s. Howe e , adi ional concep s o loyal y may no be app op ia e
on online en i onmen .
In e ne has gi en cus ome s he abili y o sea ch and compa e, as e and easie
han in o line ma ke s. Fo ins ance, online cus ome s can use p ice compa ison
websi es (Chas on and Mangles, 2003), such as www.kuan okus a.p o www. i ago.p ,
o compa e p oduc /se ices p ices be ween web s o es. As a esul , in e ne has
inc eased cus ome s’ powe .
Mo eo e , gaining cus ome s on he in e ne is mo e expensi e han on adi ional
ma ke s and i is only in la e yea s, when cos s o se ing loyal cus ome s all and he
olume o hei pu chases ises, ha online buye s s a o be p o i able (Reichheld and
Sche e , 2000). On he o he hand, online cus ome s pu chase mo e han o line
17
cus ome s and gi e mo e e e als. I wo d o mou h is a powe ul ou come o cus ome
loyal y, wo d o mouse has a highe impac as i is much as e (Reichheld and Sche e ,
2000). The same online cus ome can send an e-mail o dozens o iends o sha e i s
expe ience on Social Ne wo ks. Like ha , he cus ome s who e e ed become us ul
ad e ise s o he company, o ee. Fo example, eBay says ha when e e ed
cus ome s need help, hey end o i s con ac he cus ome s who e e ed he company,
ins ead o calling he eBay’s Help Desk (Reichheld and Sche e , 2000). I can hen be
concluded ha he alue o online loyal y is o en g ea e han o line loyal y. Fo ha
eason, building cus ome loyal y is c ucial o business su i al (Reichheld and
Sche e , 2000).
Bu do he old ules apply o online loyal y? Acco ding o Reichheld and Sche e
(2000) and Gommans, K ishman e al. (2001), hey do, bu wi h a new con ex .
As explained abo e, a i udinal loyal y ela es o cus ome ’s p e e ences owa ds a
b and/s o e and i includes cogni i e, a ec i e and beha iou al in en dimensions
(Gommans, K ishman e al., 2001). As Gommans, K ishman e al. (2001) explained,
o line loyal y is suppo ed on image b and building h ough ad e ising, while online
loyal y emphasizes o e ing cus omized in o ma ion (cogni i e dimension) as
cus ome s’ p e e ences and pu chases a e elec onically documen ed. Fo example: i a
cus ome exi s a websi e when p ice appea s, he/she is mos p obably p ice-sensi i e; i
he/she sea ches all o e he websi e wi hou making a pu chase, he/she could be able o
ind wha he/she is looking o (Reichheld and Sche e , 2000).
Beha iou al loyal y in u n, is de ined as epea ed pu chasing beha iou .
The e o e, in o line business a cus ome can be loyal o a b and o s o e ha he/she
epea edly buys, whe he i is because he cus ome is loyal o because he/she has ime
es ic ions and in o ma ion de ici s (Gommans, K ishman e al., 2001). In e-comme ce
cus ome s do no ha e ime es ic ions because web s o es wo k 24/7, o di icul y in
inding ele an in o ma ion in adequa e ime, as ha is a a dis ance o a click.
Consequen ly, online beha iou al loyal y is mo e complex and ha de o achie e han
o line beha iou al loyal y (Gommans, K ishman e al., 2001).
24
3.2.2 Da a Collec ion
To pe o m his s udy a con enien sample (Ma oco, 2003) o 220 Uni e si y o
Po o s uden s and Facebook con ac s was used. Due o limi ed ime and esou ces, his
was he as es and mos con enien way o ca y ou he ques ionnai e, as only online
clien s we e needed and, he e o e, i was going o be di icul o ind a good numbe o
people who had e e made online shopping any o he way.
The da a was collec ed acco ding o a web su ey me hodology, h ough a
s uc u ed ques ionnai e, using Google Docs pla o m. As e e ed in sec ion 3.2.1 he
me hodology is desc ip i e quan i a i e. This ype o me hodology allows se ing he
le el o associa ion be ween each ela ional bond and cus ome loyal y and, o ha
eason i allowed o de ine wha in luences cus ome loyal y on he online business
en i onmen (Malho a, 2002).
As he ques ionnai e (see a achmen 1) is conce ned, each ques ion was cons uc ed on
he exis ing ela ionship bonds and loyal y li e a u e. The i s ques ion was a il e
ques ion o dis inguish be ween esponden s who had made online shopping wice o
mo e on he same websi e, and be ween hose who had shopped once on he same
websi e (o ne e ), because, acco ding o Liljande and S and ik (1995), o a
cus ome - i m ela ionship o be conside ed, a second pu chase has o be made. Once
esponden s had gone h ough he i s ques ion, a 7-poin Like scale ( anging om 1 -
To ally Disag ee o 7 - To ally Ag ee) ques ion was p esen ed o measu e each
ela ional bond, including 5 i ems o measu e he inancial bond, 6 o he social bond
and s uc u al bond and 4 o he emo ional bond, acco ding o he wo k o Liang, Chen
e al. (2008); Hsieh, Chiu e al. (2005); and Shammoun , Polonsky e al. (2007).
Measu emen i ems can be ound in a achmen 2.
To measu e loyal y, a 7-poin Like scale was also used, wi h 3 i ems o measu e
beha iou loyal y and 9 i ems o measu e a i udinal loyal y (see a achmen 2). This is
in acco dance o Moo e, Ra neshwa e al. (2012) wo k. A e wa ds, 4 demog aphic
ques ions we e made: gende , age, educa ion and amily income.
The da a was collec ed be ween June 22
nd
and July 7
h
.

25
Chap e 4 - Da a Analysis
Mo e han 50.000 Eu os
Be ween 20.000 and 49.000 Eu os
Be ween 10.000 and 19.999 Eu os
Be ween 6.000 and 9999 Eu os
Less han 5.999 Eu os
Mo e han 55 yea s
Be ween 46 and 55 yea s
Be ween 36 and 45 yea s
Be ween 26 and 35 yea s
Be ween 18 and 25 yea s
Annual Family
Income
Educa ion
Age
Gende
In his chap e
i is cha ac e ize he sample o he s udy
compa ed
o ma ke esea ch da a, and a e wa ds, he da a collec ed om he online
ques ionnai es is p esen ed and
4.1
Desc ip ion o he Sample
Fo a cus ome -
i m ela ionship o exis , cus ome s ha e o pu chase a leas wice
om he same endo (
Liljande and S and ik
ques ionnai es answe ed, only 169
hose we e ela ed o people who had
han once.
The sampl
e is majo i y composed by
and hei ages a y om 18 o mo e han 55 yea s old
his sample is be ween 18 and 35 yea s old. This migh be due he ac ha he
ques ionnai e was sen o
con ac s. Howe e , acco ding o he Ma k es ’s Ba eme In e ne 2012
make
mo e online shopping a e s uden s and young people be ween 25 and 34 yea s old
(Ma k es , 2012).
Figu e 4 –
Desc ip i e S a is ics o Sample Cha ac e is ics
10,1
8,9
34,5
21,4
10,7
14,3
5,3
30,2
13,0
1,2
1,8
5,3
16
31,4
NA
Mo e han 50.000 Eu os
Be ween 20.000 and 49.000 Eu os
Be ween 10.000 and 19.999 Eu os
Be ween 6.000 and 9999 Eu os
Less han 5.999 Eu os
PhD and o he s
Mas e
Bachelo
12º g ade
9º g ade
Mo e han 55 yea s
Be ween 46 and 55 yea s
Be ween 36 and 45 yea s
Be ween 26 and 35 yea s
Be ween 18 and 25 yea s
Female
Male
Valid Pe cen
i is cha ac e ize he sample o he s udy
o ma ke esea ch da a, and a e wa ds, he da a collec ed om he online
ques ionnai es is p esen ed and
analysed.
Desc ip ion o he Sample
i m ela ionship o exis , cus ome s ha e o pu chase a leas wice
Liljande and S and ik
, 1995).
As a esul ,
ques ionnai es answe ed, only 169
we e conside ed alid
(abou 77%)
hose we e ela ed o people who had
made online shopping
, on he same s o e,
e is majo i y composed by
emale esponden s (55%) han male
and hei ages a y om 18 o mo e han 55 yea s old
(Figu e 4).
Howe e ,
his sample is be ween 18 and 35 yea s old. This migh be due he ac ha he
ques ionnai e was sen o
he FEP s uden communi y as well as o my Facebook
con ac s. Howe e , acco ding o he Ma k es ’s Ba eme In e ne 2012
mo e online shopping a e s uden s and young people be ween 25 and 34 yea s old
Desc ip i e S a is ics o Sample Cha ac e is ics
26
34,5
50,3
45,6
55,0
45,0
and hen hey a e
o ma ke esea ch da a, and a e wa ds, he da a collec ed om he online
i m ela ionship o exis , cus ome s ha e o pu chase a leas wice
As a esul ,
om he 220 online
(abou 77%)
, because only
, on he same s o e,
mo e
emale esponden s (55%) han male
(45%)
Howe e ,
76,9% o
his sample is be ween 18 and 35 yea s old. This migh be due he ac ha he
he FEP s uden communi y as well as o my Facebook
con ac s. Howe e , acco ding o he Ma k es ’s Ba eme In e ne 2012
, he g oups ha
mo e online shopping a e s uden s and young people be ween 25 and 34 yea s old
27
Wi h ega d o hei educa ion le el (Figu e 4), esponden s wi h highe educa ion
le els a e he ones who make mo e online shopping (50% ha e a bachelo deg ee and
30% ha e a mas e deg ee). Acco ding o he Ma k es ’s Ba eme In e ne 2012, 74.2%
o middle managemen people make online shopping (Ma k es , 2012).
As also ound in he Ma k es ’s Ba eme In e ne 2012, people wi h a highe
income, make mo e online shopping. 72.6% o high class indi iduals shop online
shopping. Howe e , in Figu e 4, “mo e han 50.000 Eu os” ange, only ep esen s 8,9%
o online shoppe s. Once again, his migh be due he ac ha he ques ionnai e was
adminis e ed o a s uden communi y who, in i s majo i y, li e unde pa en s’ suppo .
4.2 Da a Analysis
The da a collec ed om he 169 online ques ionnai es was analyzed wi h SPSS
s a is ics p og am.
4.2.1 Explo a o y Fac o Analysis
The analysis s a s wi h an Explo a o y Fac o ial Analysis by he me hod o
P incipal Axis Analysis using Va imax o a ion o inancial bonds, social bonds,
s uc u al bonds, emo ional bonds, a i udinal loyal y and beha iou al loyal y a iables,
ollowing Hsieh, Chiu e al. (2005) wo k.
The Explo a o y Fac o ial Analysis o Rela ional Bonds a iables esul ed in a
Kaise -Meye -Olkin (KMO) equal o 0,860, conside ed as good (Ma oco, 2003) and in
a Ba le ’s es Sphe ici y wi h a p- alue <0,001, which means ha he null hypo hesis
is ejec ed and, as a eason, he e is a signi ican co ela ion be ween he a iables, as
well as, he da a is app op ia e o a Fac o analysis (Ma oco, 2003). Wi h he Fac o
Analysis i was iden i ied ou ac o s composed by nine een a iables, h ough sc ee
plo and o a ed componen ma ix obse a ion, wi h a o al a iance explained o
55,74% (Table 2).
The Explo a o y Fac o ial Analysis o Loyal y a iables esul ed in a KMO equal
o 0,858, conside ed also as good and in a Ba le ’s es Sphe ici y wi h a p- alue
<0,001, which means, once again, ha he null hypo hesis is ejec ed and, as a eason,
28
he e is a signi ican co ela ion be ween he a iables, as well as, he da a is app op ia e
o a Fac o analysis. Wi h he Fac o Analysis i was iden i ied one ac o composed by
en a iables, h ough sc ee plo and o a ed componen ma ix obse a ion, wi h a o al
a iance explained o 43,25% (Table 2).
Table 2 – Ro a ed Fac o Ma ix
Fac o
1
2 3 4
Rela ional Bonds
I lo e shopping om his online s o e ,770
I eel good abou his online s o e ,740
Shopping a his online s o e pu s me in a good mood
,675
I Like isi ing his online s o e ,612
P o ides a ious ways o paymen s ,548 ,405
I can ecei e a p omp esponse a e a complain
,436 ,313
P o ides cumula i e poin p og ams
,660
O e s eba es i I buy mo e han a ce ain amoun
,631 ,338
O e s p esen s o encou age u u e pu chasing
,553 ,470
P o ides discoun o egula cus ome s
,489 ,387
O e s in eg a ed se ice wi h i s pa ne s
,403
P o ides p omp se ice o egula cus ome s
,314
Keeps in ouch wi h me ,625
O e s new in o ma ion abou i s p oduc s/se ices ,604
I can ecei e g ee ing ca ds o gi s on special days ,349 ,535
P o ides pe sonalized se ice acco ding o my needs ,439 ,348
O e s oppo uni ies o membe s o exchange opinions ,575
Collec s my opinion abou se ices ,521
P omises o p o ide a e -sales se ice ,469
Loyal y
Fo me, his online s o e is he bes al e na i e
,791
I expec o be a clien o his online s o e o a long pe iod o
ime
,770
I eally ca e abou he a e o his online s o e
,751
I am p oud o ell o he s ha I buy om his online s o e
,746
I would ecommend his online s o e o o he s
,708
I am willing o pu an ex a e o o buy om his online s o e
,685
I buy om his online s o e on a egula basis
,629
I ha e used his online s o e o a numbe o yea s
,559
This online s o e s imula es me o buy epea edly
,543
As a consume o his online s o e, I eel ha I am p epa ed o
pay mo e o highe quali y p oduc s / se ices
,526
Ex ac ion Me hod: P incipal Axis Analysis
Ro a ion Me hod: Va imax wi h Kaise No maliza ion
29
All ac o s we e hen labelled acco ding o li e a u e. In ela ional bonds, ac o 1,
2, 3 and 4 we e labelled Emo ional Bond, Financial Bond, S uc u al Bond and Social
Bond, espec i ely.
A e ha , he deg ee o eliabili y and scales alidi y was made h ough
C onbach’s Alpha analysis. The coe icien alphas o inancial, social, s uc u al,
emo ional bonds and loyal y we e, espec i ely, 0,679, 0,616, 0,677, 0,857 and 0,890.
Howe e , in he inancial bond ac o , adding he “O e s p esen s o encou age u u e
pu chasing” a iable would inc ease C onbach’s Alpha. The e o e, his a iable was
added o Financial Bond Fac o wi h a C onbach’s Alpha o 0,729. On he o he hand,
on he Emo ional Bond ac o , elimina ing “P o ides a ious ways o paymen s”
a iable inc eases C onbach’s Alpha o 0,872.
4.2.2 Desc ip i e S a is ics
Following he ac o ial analysis, i is now p esen ed in Table 3, he desc ip i e
s a is ics o he ou ac o s ex ac ed om ela ional bonds and o he ac o ex ac ed
om loyal y.
The analysis o Table 3 shows ha he mean o all i ems o all ac o s, anges om
3 o 5, which conside ing ha a 7-poin Like scale was used o bo h Rela ional Bonds
and Loyal y, i sugges s ha esponden s mainly used he middle le els o he scale (3 –
Pa ially Disag ee, 4 - No Ag ee o Disag ee, 5 – Pa ially Ag ee). These low le els o
ag eemen o disag eemen may indica e ha online cus ome s a e no o ally commi ed
o he online s o es and he le el 4 (no ag ee o disag ee) can also indica ed ha online
s o es a e no pu suing he es ablishmen o ela ional bonds wi h hei cus ome s and/o
ying o achie e hei loyal y (“Collec s my opinion abou se ices”, a e age o 4,14;
“O e s p esen s o encou age u u e pu chasing”, a e age o 4,11). In ac , he lack o
commi men om online cus ome s can be a consequence o he lack o ela ionship
in es men om online endo s.
Conside ing each ac o indi idually, on Emo ional Bond, he i ems ha had he
highes le els o ag eemen , on a e age, we e he i ems no associa ed wi h pu chase: “I
eel good abou his online s o e” and “I Like isi ing his online s o e” (Table 3). This

30
sugges s a La en Loyal y, as he a i ude owa ds he s o e is posi i e bu i is no ela ed
o pu chase beha iou . On S uc u al Bonds he highes mean was on he i em abou
sha ing in o ma ion and lowes was on he i em abou ecei ing g ee ing ca ds and gi s
on special days. Thus, online s o es a e gi ing upda es abou hei p oduc s o se ices
bu hey a e no ocusing on he clien , especially on he clien ’s bi hdays o o he
special occasions.
Table 3 – Desc ip i e S a is ics o Rela ional Bonds and Loyal y
Mean S d.
De ia ion
Emo ional Bond Shopping a his online s o e pu s me in a good mood 4,58 1,442
I eel good abou his online s o e 5,25 1,210
I lo e shopping om his online s o e 4,67 1,429
I Like isi ing his online s o e 5,11 1,369
S uc u al Bond Keeps in ouch wi h me 4,86 1,708
I can ecei e g ee ing ca ds o gi s on special days 3,54 1,964
O e s new in o ma ion abou i s p oduc s/se ices 5,16 1,481
Social Bond O e s oppo uni ies o membe s o exchange opinions 3,86 2,149
Collec s my opinion abou se ices 4,14 2,000
Financial Bond P o ides discoun o egula cus ome s 4,15 2,006
P o ides cumula i e poin p og ams 3,29 2,175
O e s eba es i I buy mo e han a ce ain amoun 3,82 1,971
O e s p esen s o encou age u u e pu chasing 4,11 1,925
Loyal y I am willing o pu an ex a e o o buy om his online
s o e 3,01 1,665
I expec o s ay wi h his online s o e o a long pe iod o ime 4,54 1,543
As a consume o his online s o e, I eel ha I am p epa ed o
pay mo e o highe quali y p oduc s / se ices 3,07 1,604
Fo me, his online s o e is he bes al e na i e 4,58 1,568
I am p oud o ell o he s ha I buy om his online s o e 3,59 1,609
I eally ca e abou he a e o his online s o e 3,79 1,669
I would ecommend his online s o e o o he s 5,22 1,279
I buy om his online s o e on a egula basis 4,54 1,508
I ha e used his online s o e o a numbe o yea s 4,46 1,655
This online s o e s imula es me o buy epea edly 4,31 1,586
31
On Social and Financial bonds, all i ems had low le els o ag eemen (Table 3),
which can indica ed a low le el o in e ac ion be ween online s o es and online
cus ome s (in he case o social bonds) and he absence o economic incen i es o
egula cus ome s (in he case o inancial bonds).
In he case o Loyal y, he highes le el o ag eemen was egis e ed on i em: “I
would ecommend his online s o e o o he s” (Table 3). This sugges online cus ome –
online s o e ela ionship is leading o posi i e wo d-o -mou h and ecommenda ion.
I ems ha sugges epu chase beha iou also had highe le els o ag eemen : “I buy
om his online s o e on a egula basis” and “Fo me, his online s o e is he bes
al e na i e”.
This sec ion ul ils he i s esea ch objec i e: “iden i y he ela ional bonds and
loyal y o online cus ome s”.
4.2.3 Mul iple Linea Reg ession
The hypo heses s a ed in he las chap e we e c ea ed o de e mine i loyal y can
be in luenced by he a iables o Rela ional Bonds, pa icula ly Financial Bonds, Social
Bonds, S uc u al Bonds and Emo ional Bonds. Thus, a Mul iple Linea Reg ession
Analysis was pe o med be ween inancial bonds, social bonds, s uc u al bonds, and
Emo ional bonds (independen a iables) and loyal y (dependen a iable) (Table 4).
The coe icien o de e mina ion R² = 0,397, means ha 39,7% o he a iabili y o
Loyal y is explained by he a iables o ela ional bonds. The analysis o he simple
co ela ion coe icien (R = 0,630) sugges s ha he e is a high posi i e co ela ion (R >
0,6) be ween he a iables. Ano a shows ha he co ela ion is signi ican , as p- alue =
0,000, he null hypo hesis is ejec ed. The Collinea i y S a is ics shows ha he e is no
mul icollinea i y e ec in his model (Hsieh, Chiu e al., 2005).
32
Table 4 - Reg ession Analysis be ween Rela ional Bonds a iables and Loyal y
R R
Squa e Adjus ed R
Squa e Du bin-Wa son
,630
a
,397 ,382 1,811
Ano a Sum o
Squa es d Mean
Squa e F Sig.
Reg ession 60,376 4 15,094 26,939 ,000
b
Residual 91,890 164 ,560
To al 152,266 168
Coe icien s B S d.
E o Be a T Sig.
Collinea i y
S a is ics
Tole ance VIF
(Cons an ) 1,580E-16 ,058
,000 1,000
Financial Bond ,206 ,078 ,186 2,638 ,009 ,742 1,349
Emo ional Bond ,586 ,078 ,577 7,526 ,000 ,627 1,596
S uc u al Bond -,126 ,087 -,114 -1,449 ,149 ,599 1,670
Social Bond ,078 ,083 ,065 ,944 ,347 ,784 1,275
a. P edic o s: (Cons an ), Social Bond, Financial Bond, Emo ional Bond, S uc u al Bond
b. Dependen Va iable: Loyal y
Analysing he coe icien s i s column, he a iables ha p esen he highes
ela i e con ibu ions o explain Loyal y a e i s ly Emo ional Bonds, hen Financial
Bonds and las ly S uc u al Bonds. The only a iables ha a ec Loyal y signi ican ly
(p- alue < 0,05) a e Financial Bonds and Emo ional Bonds (Ma oco, 2003). Social and
S uc u al Bonds a e no ele an (p- alue > 0,05). Consequen ly, H2 and H3 a e no
suppo ed (Table 5).
Table 5 – Resea ch Hypo hesis Valida ion
Resea ch Hypo heses Hypo heses Valida ed
H1 – Financial bonds in luence cus ome loyal y Yes
H2 – Social bonds in luence cus ome loyal y No
H3 – S uc u al bonds in luence cus ome loyal y No
H4 – Emo ional bonds in luence cus ome loyal y Yes
33
Chap e 5 – Final Conclusions
40
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44
A achmen s
45
A achmen 1 – Ques ionnai e
I am s udying he ela ional bonds be ween consume s and elec onic companies o
a mas e disse a ion in Ma ke ing, o he School o Economics and Managemen o
Uni e si y o Po o.
The da a collec ed is con iden ial. I hanks o you collabo a ion!
1. Ha e you e e made online shopping mo e han once on he same online s o e?*
Yes No
I you answe o he p e ious ques ion was nega i e, you ques ionnai e ends he e. I
app ecia e you collabo a ion.
2. Conside ing an online s o e whe e you ha e shopped mo e han once, ell you
le el o ag eemen be ween 1 and 7* (being 1 “To ally Disag ee", 2 “Disag ee”, 3
“Pa ially Disag ee”, 4 “No Disag ee o Ag ee”, 5 “Pa ially Ag ee”, 6 “Ag ee” and 7
“To ally Ag ee”):
1 2 3 4 5 6 7
P o ides discoun o egula cus ome s
Keeps in ouch wi h me
P o ides pe sonalized se ice acco ding o my needs
O e s new in o ma ion abou i s p oduc s/se ices
O e s p esen s o encou age u u e pu chasing
Employee helps me sol e my pe sonal p oblems
O e s in eg a ed se ice wi h i s pa ne s
I Like isi ing his online s o e
P o ides cumula i e poin p og ams
Collec s my opinion abou se ices
P omises o p o ide a e -sales se ice
I eel good abou his online s o e
O e s eba es i I buy mo e han a ce ain amoun
O e s oppo uni ies o membe s o exchange opinions
I can ecei e a p omp esponse a e a complain
I lo e shopping om his online s o e
P o ides p omp se ice o egula cus ome s
I can ecei e g ee ing ca ds o gi s on special days
P o ides a ious ways o deal wi h ansac ions
Shopping a his online s o e pu s me in a good mood

46
3. Conside ing an online s o e whe e you ha e shopped mo e han once, ell you
le el o ag eemen be ween 1 and 7* (being 1 “To ally Disag ee", 2 “Disag ee”, 3
“Pa ially Disag ee”, 4 “No Disag ee o Ag ee”, 5 “Pa ially Ag ee”, 6 “Ag ee” and 7
“To ally Ag ee”):
1 2 3 4 5 6 7
I buy om his online s o e on a egula basis
This online s o e s imula es me o buy epea edly
I ha e used his online s o e o a numbe o yea s
I eally ca e abou he a e o his online s o e
I am willing o pu an ex a e o o buy om his online s o e
As long as he p oduc is simila I could jus as well be buying
om a di e en online s o e
I am p oud o ell o he s ha I buy om his online s o e
Fo me, his online s o e is he bes al e na i e
I expec o s ay wi h his online s o e o a long pe iod o ime
I eel e y li le loyal y o his online s o e
As a consume o his online s o e, I eel ha I am p epa ed o pay
mo e o highe quali y p oduc s / se ices
I would ecommend his online s o e o o he s
4. Gende :
Female Male
5. Age:
Be ween 18 and 25 yea s old
Be ween 26 and 35 yea s old
Be ween 36 and 45 yea s old
Be ween 46 and 55 yea s old
Mo e han 55 yea s old
6. Educa ion:
9º g ade
12º g ade
Bachelo
Mas e
PhD and o he s
47
7. Annual Family Income?
Less han 5.999 Eu os
Be ween 6.000 and 9999 Eu os
Be ween 10.000 and 19.999 Eu os
Be ween 20.000 and 49.000 Eu os
Mo e han 50.000 Eu os
Do no answe
*Obliga o y answe
I app ecia e you collabo a ion!
48
A achmen 2 – Ques ionnai e Measu emen I ems
Cons uc s Measu emen i ems Sou ces
Financial Bonds
P o ides discoun o egula cus ome s Lin, Weng and Hsieh's
(2003); Hsieh, Chiu
and Chiang (2005);
Shammoun , Polonsky
and Edwa dson (2007)
O e s p esen s o encou age u u e pu chasing
P o ides cumula i e poin p og ams
O e s eba es i I buy mo e han a ce ain amoun
P o ides p omp se ice o egula cus ome s
Social Bonds
Keeps in ouch wi h me
Lin, Weng and Hsieh's
(2003); Hsieh, Chiu
and Chiang (2005);
Shammoun , Polonsky
and Edwa dson (2007)
Conce ned wi h my needs
Employee helps me sol e my pe sonal p oblems
Collec s my opinion abou se ices
I can ecei e g ee ing ca ds o gi s on special days
O e s oppo uni ies o membe s o exchange opinions
S uc u al Bonds
P o ides pe sonalized se ice acco ding o my needs
Lin, Weng and Hsieh's
(2003); Hsieh, Chiu
and Chiang (2005);
Shammoun , Polonsky
and Edwa dson (2007)
O e s in eg a ed se ice wi h i s pa ne s
O e s new in o ma ion abou i s p oduc s/se ices
P omises o p o ide a e -sales se ice
I can ecei e a p omp esponse a e a complain
P o ides a ious ways o deal wi h ansac ions
Emo ional Bonds
I Like isi ing his online s o e
Moo e, Ra neshwa
and Moo e (2012)
I eel good abou his online s o e
I lo e shopping om his online s o e
Shopping a his online s o e pu s me in a good mood
Beha iou al
loyal y
I buy om his online s o e on a egula basis
Too, Souchon and
Thi kell (2001);
Shammoun , Polonsky
and Edwa dson (2007)
This online s o e s imula es me o buy epea edly
I ha e used his online s o e o a numbe o yea s
A i udinal
loyal y
I eally ca e abou he a e o his online s o e
I am willing o pu an ex a e o o buy om his online
s o e
As long as he p oduc is simila I could jus as well be
buying om a di e en online s o e
I am p oud o ell o he s ha I buy om his online s o e
Fo me, his online s o e is he bes al e na i e
I expec o s ay wi h his online s o e o a long pe iod o
ime
I eel e y li le loyal y o his online s o e
As a consume o his online s o e, I eel ha I am
p epa ed o pay mo e o highe quali y p oduc s / se ices
I would ecommend his online s o e o o he s