Abstract
The purpose of this paper is to examine the impact of three dimensions of Blog service innovation (system operation, social technology & diversification) on website viewers' online loyalty through the intervening effect of two aspects of online relationship quality (trust & satisfaction) in the context of social media and blogging websites. A sample of 251 social media and blogging sites users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analysed through structural equation modelling using the bootstrap methodology in AMOS 24. The findings indicated that two innovations (system operations & diversification) indirectly affect the website viewers' online loyalty through both Trust and Satisfaction. In contrast, Social Technology related innovation affects website viewers' online loyalty only through Trust. Further, none of those mentioned above innovations has a direct relationship with the website viewers' online loyalty. This paper explains the loyalty pattern of social media and blogging website users following the changes in services provided by organizations in their websites, which is explicitly mediated through online relationship quality factors. From a managerial perspective, the study does only provides the vital information on user's behaviour in relationship to the innovations in services introduced by organizations in their websites but also reveals that it can help them to minimize their cost and maximize their profits through value creation to the target audience. This paper is first of its kind to investigate the relationship between different dimensions of blog service innovations and website viewers' online loyalty mediated through two dimensions of online relationship quality. Although different studies focused on the enhancement of online loyalty factors through trust and satisfaction, no study was afforded to the blog service innovation perspective which includes innovations related to System operations, Social technology and Diversification especially in the context of social media and blogging website users. Keywords service innovation, social media, blogging, online relationship quality, trust, satisfaction, online loyalty, e-loyalty.
Highlights
The business world and its environment are changing these days dramatically
This study concludes that system operation related innovation and diversification related innovation in social media and blogging websites creates loyalty in their target viewers through trust and satisfaction
Social technology-related innovation has a significant positive impact on viewers online loyalty but only when the trust factor mediates it, otherwise when it is mediated by satisfaction, it has no significant impact on viewers loyalty
Summary
The business world and its environment are changing these days dramatically It has always been of pivotal importance for companies and organizations to satisfy their customers' needs and to earn their sustainable loyalty towards their products or services, this customer focus has touched new heights in the recent past because of the shift of businesses from production-oriented to customer-oriented (Amin, 2016). With the rapid introduction of new technologies, the face of e-commerce, its related information, and digital transactions are changing rapidly. These days, customers require some kind of manual or operational guidelines regarding the use of any services or products provided by the businesses
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