Customer Loyalty to Content-Based Web Sites: The Case of an Online Health Care Service

Past e-service research has largely concentrated on customer responses to online retailers. The present study sheds light on the determinants of customer loyalty to a content-based service, a healthcare web site. Content-based service providers must build a loyal customer base in order to attract advertisers and sponsors. Lack of trust has been one of the most important reasons for consumers not adopting online services involving financial exchanges, but trust appears to be equally important to exchanges that require divulging sensitive information, such as health issues. Results reveal that loyalty to the health site is satisfaction-driven, but that trust is the main antecedent of satisfaction. Need fulfilment, responsiveness, security and technical functionality of the web site are shown to influence trust. Managerial implications are provided.