ERP customer loyalty toward customization vendors – the customers’ intention to do more business with the customization vendor – is in the clear interest of the customization vendors. This study reports the results of an exploratory online survey among ERP customization customers that examined the relative importance on customer loyalty of the nature of the trusting relationship the ERP customization vendor developed with them. As hypothesized, the more the customers trusted the ERP vendor, the more loyal they were. Trust, as in other services, was more influential than cost in affecting loyalty. Trust itself was strongly influenced by the vendors’ responsiveness and courtesy. The regressions suggest that trust is probably among the most important elements contributing to loyalty (R2= .46), and that responsiveness and courtesy are likely major elements contributing to this trust (R2= .51). Implications for industry and theory are discussed.
Geffen, David and Govindaraiulu, Chittibabu
"ERP Customer Loyalty: An Exploratory Investigation into the Importance of a Trusting Relationship,"
Journal of Information Technology Theory and Application (JITTA): Vol. 3
, Article 3.
Available at: http://aisel.aisnet.org/jitta/vol3/iss1/3