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New insights into consumer loyalty of website-services: The quadratic effect of flow
Carlson J.a, Ahrholdt D.a,b,c, Sridharan R., Simatupang T.e
a University of Newcastle, Australia
b Digital Marketing and E-Business, Hamburg School of Business Administration (HSBA), Germany
c Institute for Operations Research, University of Hamburg, Germany
d Newcastle Business School, University of Newcastle, Australia
e Bandung Institute of Technology, Indonesia
[vc_row][vc_column][vc_row_inner][vc_column_inner][vc_separator css=”.vc_custom_1624529070653{padding-top: 30px !important;padding-bottom: 30px !important;}”][/vc_column_inner][/vc_row_inner][vc_row_inner layout=”boxed”][vc_column_inner width=”3/4″ css=”.vc_custom_1624695412187{border-right-width: 1px !important;border-right-color: #dddddd !important;border-right-style: solid !important;border-radius: 1px !important;}”][vc_empty_space][megatron_heading title=”Abstract” size=”size-sm” text_align=”text-left”][vc_column_text]While the study of flow has attracted the interest of scholars seeking to understand its nature and effects on consumption-related behaviours, it has received limited attention from Internet researchers seeking to understand the relative role of flow in forming consumer loyalty and the functional form of flow’s effect. The study uses two data sets of 406 Australian consumers of a website-service delivered in the sport field to investigate, first, the interplay of flow with the established loyalty drivers satisfaction and trust, and, second, by extending the analysis to the investigation of the functional form of flow’s influence on consumer loyalty. The results show that flow is acting in parallel with satisfaction and trust to enhance consumer loyalty. Thereby, flow has a negative, quadratic form; that means higher levels of flow have diminishing incremental returns with loyalty and, consequently, a saturation zone of the effect of flow on loyalty is confirmed. This chapter contributes to the study of flow theory development in the online environment by analysing its quadratic effects on consumer loyalty and flow’s role acting in parallel with satisfaction and trust. In doing so, the research reveals efficient key resource allocation implications to enhance consumer loyalty, as well as future research directions to further advance the development of flow theory. © 2013, IGI Global.[/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Author keywords” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Indexed keywords” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”Funding details” size=”size-sm” text_align=”text-left”][vc_column_text][/vc_column_text][vc_empty_space][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][vc_empty_space][megatron_heading title=”DOI” size=”size-sm” text_align=”text-left”][vc_column_text]https://doi.org/10.4018/978-1-4666-3954-6.ch015[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/4″][vc_column_text]Widget Plumx[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column][vc_separator css=”.vc_custom_1624528584150{padding-top: 25px !important;padding-bottom: 25px !important;}”][/vc_column][/vc_row]