Theoretical Issues
3 important questions on Theoretical Issues
Risk is perceived differently in the different levels goods/services (search-experience-credence), why is this? And what is necessary to reduce this risk?
This is because they have a lack of knowledge, and it can be reduced by experience. The Web can offer virtual experience before buying a product.
What are structural bonds?
Value-adding service on a Website, with information about the industry and customisation, that are not easy to access somewhere else - and that are expensive for customers to get if they end the relationship.
What is an example of a structural bond on a website?
When a customer provides information about themselves on a website, and thus invests time and effort to explain personal preferences, a relationship is created that leads to customer loyalty by building a psychological barrier to terminate the relationship.
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