The role of post-adoption phase trust in B2C e-service loyalty: towards a more comprehensive picture

  • Matti Mäntymäki
Part of the IFIP International Federation for Information Processing book series (IFIPAICT, volume 252)


Despite the extensive interest in trust within information systems (IS) and e-commerce disciplines, only few studies examine trust in the post-adoption phase of the customer relationship. Not only gaining new customers by increasing adoption, but also keeping the existing ones loyal, is largely considered important for e-business success. This paper scrutinizes the role of trust in customer loyalty, focusing on B2C e-services by conducting a three-sectional literature review stemming from IS, e-commerce and marketing. The key findings of this study are: 1. Literature discussing the role of trust after the adoption phase is relatively scarce and fragmented 2. In the empirical testing trust is mostly viewed as a monolith 3. Quantitative research methods dominate the field 4. Since trust may play a role during the whole relationship, also dynamic ways to scrutinize trust would be appropriate. Implications of these findings are discussed and ideas for further research suggested.


Information System Customer Loyalty Customer Relationship Online Auction Virtual Team 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© IFIP International Federation for Information Processing 2007

Authors and Affiliations

  • Matti Mäntymäki
    • 1
  1. 1.Turku Centre for Computer Science (TUCS)Turku School of Economics, Information Systems ScienceTurkuFinland

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