Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Regional Conference

Trust and Loyalty Drivers in Online Subscription Services

Published: September 22, 2021


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


email communication exposure; online subscription service; trust


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.