EXAMINING THE EFFECTS OF THE CUSTOMER LOYALTY STATES ON THE WORD OF MOUTH

Authors

Sanjit Kumar Roy, ICFAI Business School, Hyderabad; ICFAI UniversityFollow
Gul Butaney, Bentley University, BostonFollow
Bhupin Bhutaney, Adelphi University , Long Island , New YorkFollow

Abstract

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.

Recommended Citation

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.
https://aisel.aisnet.org/pacis2009/85