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EMAC 2021 Regional Conference


Trust and Loyalty Drivers in Online Subscription Services
(R2021-104291)

Published: September 22, 2021

AUTHORS

Matej Kova?, University of Ljubljana, School of Economics and Business; Vesna Zabkar, Faculty of Economics, University of Ljubljana

KEYWORDS

email communication exposure; online subscription service; trust

ABSTRACT

The purpose of this study is to examine how the relationship marketing effectiveness model should describe the attitudes and behaviors of a subscription service customer. The research is based on three online surveys among users of an online subscription legal information service in three different markets/countries with different competitive positions of the same service in the market. Using multigroup structural equation modeling, we showed that customer exposure to email communication, customer-based reputation and brand credibility have a positive impact on trust, and that trust has a positive impact on loyalty. Theoretical and practical implications of these findings are discussed.