This study empirically examines the Influence of the Cognitive, Affective, Conative and Action Loyalty states as conceptualized by Oliver (1999) on the Word-of-mouth behavior about retail websites from the customers of the sites. Structural equation model is used to estimate the path coefficients between the loyalty states and the Word- of- Mouth- behavior. Data collected from 511 under graduate and graduate students from a business university suggest the existence of significant paths from the Affective, Conative and Action loyalty states to site-customer’ s word of mouth about the website. Results of the study, managerial implications and directions for future research are discussed.
Roy, Sanjit Kumar; Butaney, Gul; and Bhutaney, Bhupin, "EXAMINING THE EFFECTS OF THE CUSTOMER LOYALTY STATES ON THE WORD OF MOUTH" (2009). PACIS 2009 Proceedings. 85.