Role of word of mouth in online store loyalty

Dinesh K. Gauri, Amit Bhatnagar, Raghav Rao

Research output: Contribution to journalArticlepeer-review

80 Scopus citations


Word of mouth (WOM) are the information regarding store ratings to the customers increasing customer's loyalty. An online store rating was compared with other determinants of e-store loyalty. The data was collected from, an online price comparison Website and Dominance analysis was used to compare the relative importance of different predictor variables. This analysis provides the most general context by taking into account all relevant subset models, where a relevant model is either any subset model that can be formed from the predictors or any subset model that is of interest. The findings suggest that managers can increase loyalty to their price comparison sites by providing customer review ratings. It was found that WOM has the maximum impact on repurchase intention in all the cases. This is followed by on-time delivery and order tracking, suggesting the relative importance of different store attributes is not influenced by product category.

Original languageEnglish (US)
Pages (from-to)89-91
Number of pages3
JournalCommunications of the ACM
Issue number3
StatePublished - Mar 1 2008

ASJC Scopus subject areas

  • General Computer Science


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