Examining the Effects of the Customer Loyalty States on the Word of Mouth

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 WordofMouthbehavior. 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.

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