Crafting an effective customer retention strategy: a review of halo effect on customer satisfaction in online auctions

International Journal of Management and Enterprise Development

Volumn 2, Issue 1, 2005, Pages 12-26

  Chong, Bessie ^a   Wong, Michael ^a  

^a CITY UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

customer relationship management (CRM); customer retention; customer satisfaction; e commerce; e satisfaction; halo effect; online auction; small and medium enterprises (SMEs)

Indexed keywords

EID: 33746186154     PISSN: 14684330     EISSN: 17418127     Source Type: Journal    
DOI: 10.1504/IJMED.2005.006021     Document Type: Article

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56. According to a Harris Interactive survey (http://nclnet.org/shoppingonline/onlineauctions.htm) commissioned by National Consumers League on January 31, 2001, four in ten buyers and half of sellers have encountered problems in online auction. The most common problems for buyers are late delivery, receiving items that are different than promised, items arriving in damaged condition and never getting the items at all. Sellers also report problems such as late payment, non-payment, buyers changing their minds, checks bouncing, and buyers using stolen credit cards.
57. Qualified customer evaluation sites are selected based on three criteria: the number of reviews written by online auction users should be large customers should be encouraged to post both dissatisfied and satisfied reviews the reviews can be assessed publicly or freely. The process allows the most representative samples.
58. Items include products and services listed for bidding.
59. Wordings of the messages may not be exactly the same because grammatical correction is made.
60. The new 18 service dimensions are access, aesthetics, attentiveness, availability, care, cleanliness/tidiness, comfort, commitment, communication, competence, courtesy, flexibility, friendliness, functionality, integrity, reliability, responsiveness, and security.
61. Negative halo effect can also be called the ‘horns effect’.