Huang, M. H., and Shih, L. T. 2021. A Dynamic Examination of Online Customer Gratitude and Trust. NTU Management Review, 31 (2): 1-27. doi:10.6226/NTUMR.202108_31(2).0001
Min-Hsin Huang, Department of Business Management, National Sun Yat-Sen University
Li-Ting Shih, Department of Business Management, National Sun Yat-Sen University
Past literature has suggested that the relationship between enterprises and customers is likely to change over time; still, most scholars test their theoretical models by using measures of the relational constructs that represent a static point in time. Based on relationship dynamics theory, this study adopts the concepts of gratitude velocity and trust velocity, and uses longitudinal data gathered from online customers to examine how these constructs influence customers’ attitudinal and behavioral loyalty. We find gratitude velocity and trust velocity have significant positive effects on both forms of customer loyalty respectively. We also find that relationship benefits also have positive impacts on velocity. Our findings strengthen the literature regarding relationship marketing in e-commerce.
customer gratitudelatent growth curve modelrelationship dynamics theory