Keywords: Functional customer orientation
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Journal Articles

Understanding consumers' post-consumption behaviors in C2C social commerce: the role of functional and relational customer orientation

Wilson K.S. Leung, Man Kit Chang, Man Lai Cheung, Si Shi
Journal: Internet Research
Internet Research (2022) 32 (4): 1131–1167.
https://doi.org/10.1108/INTR-11-2020-0664
Published: 22 March 2022
.... The role performed by the vendors may not match customer expectations and needs, resulting in low repurchase intention. Drawing on role theory in the context of customer orientation, this study integrates functional customer orientation (FCO) and relational customer orientation (RCO) with the expectation...
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