Maintaining a committed online customer: A study across search-experience-credence products

The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. In response, this study investigates the effects of various relational bonds on customer commitment across search-experience-credence goods/services on Internet. The results suggest that financial, social, and structural bonds have positive impacts on customer commitment. In addition, financial bonds are more successful in strengthening customer commitment for search goods/services than for experience or credence goods/services. Structural bonds are more important for credence and experience goods/services than for search goods, and social bonds are almost equally important for all three types of goods/service.