Commitment and trust on B2C e-commerce

Commitment and trust are two important factors in relationship marketing. The sharp meltdown of many Internet companies in the past three years inspires us to investigate the commitment and trust factors in B2C e-commerce. We postulate that there is a lack of relationship commitment and trust among the electronic commerce partakers. This paper focuses on the business to consumer segment of the electronic commerce regarding the effects of relationship commitment and trust on customer's propensity to leave. After surveying more than 260 online consumers, we found that the commitment and trust factors play vital role in customer retention that supports our hypotheses.