Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper...

Purpose – Building a customer base as an outcome of customer satisfaction has not been investigated empirically in e‐tailing industry. This paper seeks to fill this gap in the literature. Design/methodology/approach – Explores the relationship between satisfying customers and building a...