Skip to main content
SpringerLink
Log in

Building E-Loyalty Across Cultures and Organizational Boundaries

  • Chapter
Managing Boundaries in Organizations: Multiple Perspectives

  • 212 Accesses

Abstract

Managers and researchers are struggling with the concept of e-loyalty and how trust can be developed in online environments. In an article in the Harvard Business Review, Reichheld and Schetter (2000, 105) suggest building loyalty on the Web does “raise new questions and open new opportunities; it places the old rules in a new context.” Trust has implications for competitiveness, and vendors who are successful in developing relationships with customers online create a “virtuous circle” that can quickly translate into a durable advantage. Less clear is how to build trust in virtual communities, and for the companies that host them. Further, creating loyalty is not related to fads and technological “bells and whistles,” but rather to old-fashioned customer service basics including quality customer support (Reichheld and Schetter 2000).

An earlier version of this chapter was presented at the European Group for Organizational Studies (EGOS) conference in Lyon, July 2001.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Alden, Dana L., Wayne D. Hoyer, and Choi Lee. 1993. Identifying global and cultural specific dimensions of humor in advertising: A multinational analysis. Journal of Marketin. 57: 64–75.

    Article  Google Scholar 

  • Altman, Irwin and Dalmas A. Taylor. 1973. Social penetration: The development of interpersonal relationships. New York: Holt, Rinehart and Winston.

    Google Scholar 

  • Anderson, Ein and Barton Weitz. 1989. Determinants of continuity in conventional industrial channel dyads. Marketing Scienc. 8: 310–23.

    Article  Google Scholar 

  • Anonymous 2001. Going global with your online presence requires more than just quick translation. Business in Vancouve. January: 23–9.

    Google Scholar 

  • Badre, Albert N. 2000. The effects of cross cultural interface design orientation on world wide web user performance. GVE Research Technical Reports. Available from the World Wide Web at http://www.cc.gatech.edu/gvu/reports/2001/abstracts/01–03.html. Accessed 24 April 2001.

    Google Scholar 

  • Barber, Wendy and Albert N. Badre. 2001. Culturability: The merging of culture and usability. Available from the World Wide Web at http://www.research.att.com/conf/hfweb/proceedings/barber/index.html. Accessed 24 April 2001.

    Google Scholar 

  • Berry, Leonard L. and A. Parasuraman. 1991. Marketing services: Competing through quality. New York: The Free Press.

    Google Scholar 

  • Clancy, Heather. 2000. Web services firms tackle localization. Computer Reseller New. April: 891.

    Google Scholar 

  • Cheskin Research Group. 1999. eCommerce trust study. Available from the World Wide Web at http://www.cheskin.com/think/studies/ecomtrust.html. Accessed 24 April 2001.

    Google Scholar 

  • Cheskin Research Group. 2000. Trust in the wired Americas. Available from the World Wide Web at http://www.cheskin.com/think/studies/trust2.html.Accessed 24 April 2001.

    Google Scholar 

  • Cyr, Dianne J., Richard Lew, and Thomas Lee. 2002. The pivotal solution: Beyond customer relationship management. In E-business innovation: Cases and online reading., edited by Dianne J. Cyr, Jasbir Dhaliwal, and Ajax Persaud, 58–68. Toronto: Prentice-Hall.

    Google Scholar 

  • de Mooij, Marieke. (1998). Global marketing and advertising: Understanding cultural paradoxes. Journal of Macromarketin. 18 (1): 70–1.

    Article  Google Scholar 

  • Deshpande, Rohit, Wayne D. Hoyer, and Naveen Donthu. 1986. The intensity of ethnic affiliations: A study of the sociology of Hispanic consumption. Journal of Consumer Researc. 13: 214–20.

    Article  Google Scholar 

  • Doney, Patricia M. and Joseph P. Cannon. 1997. An examination of the nature of trust in buyer-seller relationships. Journal of Marketin. 61 (2): 35–51.

    Article  Google Scholar 

  • Doney, Patricia M., Joseph P. Cannon, and Michael R. Mullen. 1998. Understanding the influence of national culture on the development of trust. Academy of Management Revie. 23 (3): 601–20.

    Google Scholar 

  • Durvasula, Srinivas, Craig J. Andrews, Steven Lysonski, and Richard G. Netemeyer. 1993. Assessing cross-national applicability of consumer behavior models: A model of attitude toward advertising in general. Journal of Consumer Researc. 19: 626–36.

    Article  Google Scholar 

  • Dwyer, F. Robert and Rosemary LaGace. 1986. On the nature and role of buyer-seller trust. In American Marketing Association Summer Educators Conference Proceeding., edited by Terrence Shimp, Subhash Sharma, William Dillon, F. Robert Dyer, Meryl Paula Gardner, George John, John H. Lindgren, and John A. Quelch, 40–5. Chicago, IL: American Marketing Association.

    Google Scholar 

  • Dwyer, F. Robert, Paul Schurr, and Sejo Oh. 1987. Developing buyer-seller relationships. Journal of Marketin. 51: 11–27.

    Article  Google Scholar 

  • Egger, Florian N. 2001. Affective design of e-commerce user interfaces: How to maximize perceived trustworthiness. In Proceedings of the International Conference on Affective Human Factors Desig., Singapore, June 27–29, edited by M. Helander, H. M. Khalid, and M. P. Tham, 317–24. London: ASEAN Academic Press. [Also available online from the World Wide Web at http://www.ecommuse.com/research/publications/CAHD2001.htm.]

    Google Scholar 

  • Fukuyama, Francis. 1995. Trust: The social virtues and the creation of prosperity. New York: Free Press.

    Google Scholar 

  • Gulati, Ranjay. 1995. Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances. Academy of Management Journa. 38: 85–112.

    Article  Google Scholar 

  • Gulati, Ranjay, Tarun Khanna, and Nitin Nohria. 1994. Unilateral commitments and the importance of process in alliances. Sloan Management Revie. Spring: 61.

    Google Scholar 

  • Hoffman, Donna L., Thomas P. Novak, and Marcos Peralta. 1999. Building consumer trust online. Communications of the AC. 42 (4): 80–5.

    Article  Google Scholar 

  • Hofstede, Geert H. 1980. Culture’s consequences. Beverly Hills, CA: Sage Publications.

    Google Scholar 

  • Hofstede, Geert H. 1984. Culture’s consequences: International differences in work-related values. Beverly Hills, CA: Sage Publications.

    Google Scholar 

  • Hoover, Robert J., Robert T. Green, and Joel Saegert. 1978. A cross-national study of perceived risk. Journal of Marketin. 42: 102–8.

    Article  Google Scholar 

  • IDC. 1999. Internet commerce market model, Lionsbridge Technologies Bulleti. March, 51.

    Google Scholar 

  • Jarvenpaa, Sirkka L., Noam Tractinsky, Lauri Saarinen, and Michael Vitale. 1999. Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer Mediated Communicatio. 5 (2): On-line journal. Available from the World Wide Web at http://www.ascusc.org/jcmc/vol5/issue2/jarvenpaa.html.

    Google Scholar 

  • Jones, Sara, Marc Wilkens, Philip Morris, and Marcelo Masera. 2000. Trust requirements in e-business. Communications of the AC. 43 (12): 81–7.

    Article  Google Scholar 

  • Kluckhohn, Clyde and Fred L. Stodtbeck. 1961. Variations in value orientations. Evanstown, Ill: Row, Peterson, and Company.

    Google Scholar 

  • Lane, Christel and Reinhard Bachman. 1996. The social constitution of trust: Supplier relations in Britain and Germany. Organization Studie. 17: 365–95.

    Article  Google Scholar 

  • Lewicki, Roy and Barbara Bunker. 1995. Trust in relationships: A model of development and decline. In Conflict, cooperation, and justic., edited by Barbara B. Bunker and Jeffery Z. Rubin, 133–73. San Francisco: Jossey Bass.

    Google Scholar 

  • Lewis, David J. and Andrew Weigert. 1985. Trust as a social reality. Social Force. 63: 967–85.

    Article  Google Scholar 

  • Marcus, Aaron and Emily W. Gould. 2000. Cultural dimensions and global web user-interface design. Interaction. July/August: 33–46.

    Google Scholar 

  • Moorman, Christine, Rohit Deshpandé, and Gerald Zaltman. 1993. Factors affecting trust in market research relationships. Journal of Marketin. 57: 81–101.

    Article  Google Scholar 

  • Morgan, Robert M. and Shelby D. Hunt. 1994. The commitment-trust theory of relationship marketing. Journal of Marketin. 58: 20–38.

    Article  Google Scholar 

  • Newman, Joseph W. and Richard A. Werbel. 1973. Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Researc. 10: 404–9.

    Article  Google Scholar 

  • Novak, Thomas P., Donna L. Hoffman, and Yiu-Fai Yung. 2000. Measuring the customer experience in online environments: A structural modeling approach. Marketing Scienc. 19 (1): 22–42.

    Article  Google Scholar 

  • Palmer, Jonathan, W., Joseph P. Bailey, and Samer Faraj 2000. The role of intermediaries in the development of trust on the WWW: The use and prominence of trusted third parties and privacy statements. Journal of Computer Mediated Communicatio. 5 (3). On-line journal. Available from the World Wide Web at http://www.ascusc.org/jcmc/vol5/issue3/palmer.html.

    Google Scholar 

  • Plank, Richard E., David A. Reid, and Ellen Bolman Pullins. 1999. Perceived trust in business to business sales: A new measure. Journal of Personal Selling and Sales Managemen. XIX (3): 61–71.

    Google Scholar 

  • Reichers, Arnon E. 1985. A review and reconceptualization of organizational commitment. Academy of Management Revie. 10: 465–76.

    Google Scholar 

  • Reichheld, Frederick F. and Phil Schefter. 2000. E-loyalty: Your secret weapon on the web. Harvard Business Revie. 78 (4): 105–14.

    Google Scholar 

  • Rotter, Julian B. 1967. A new scale for the measurement of interpersonal trust. Journal of Personalit. 35 (4): 651–65.

    Article  Google Scholar 

  • Rotter, Julian B. 1971. Generalized expectancies for interpersonal trust. American Psychologis. May: 443–52.

    Google Scholar 

  • Shaffer, Terry R. and Bradley S. O’Hara. 1995. The effects of country of origin on trust and ethical perception. The Service Industries Journa. 15 (2): 162–81.

    Article  Google Scholar 

  • Shukla, Anu. 2000. Sticking to the basics. Business 2.. March. Online journal. Available from the World Wide Web at http://www.business2.com/articles/mag/0,1640,13461,FF.html.

    Google Scholar 

  • Trevor-Smith, Haizley and Dianne J. Cyr. 2001. Cultural web design: An exploratory comparison of German, Japanese, and U.S. web site characteristics. Unpublished Working Paper.

    Google Scholar 

  • Triandis, Harry C. 1972. The analysis of subjective culture. New York: John Wiley.

    Google Scholar 

  • Valencia, Humberto. 1989. Hispanic values and subcultural research. Journal of the Academy of Marketing Scienc. 17 (1): 23–8.

    Article  Google Scholar 

  • Wallendorf, Melanie and Michael D. Reilly. 1983. Ethnic migration, assimilation, and consumption. Journal of Consumer Researc. 10: 292–302.

    Article  Google Scholar 

  • Yoon, Sung-Joon. 2002. The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketin. 16 (2): 47–63.

    Article  Google Scholar 

  • Yorgey, Lisa A. 2000. Remember: You’re open 24–7 worldwide. Target Marketin. 23 (2): 46–8.

    Google Scholar 

Download references

Authors
  1. Dianne Cyr
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Haizley Trevor-Smith
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Queensland, Australia

    Neil Paulsen (Lecturer) (Lecturer)

  2. Lancaster University, UK

    Tor Hernes (Associate Professor) (Associate Professor)

Copyright information

© 2003 Dianne Cyr and Haizley Trevor-Smith

About this chapter

Cite this chapter

Cyr, D., Trevor-Smith, H. (2003). Building E-Loyalty Across Cultures and Organizational Boundaries. In: Paulsen, N., Hernes, T. (eds) Managing Boundaries in Organizations: Multiple Perspectives. Palgrave Macmillan, London. https://doi.org/10.1057/9780230512559_6

Download citation

Publish with us

Policies and ethics

Search

Navigation