Five items assess the extent to which an e-retailer tailors its recommendations, products, promotions, and transactional interface to individual customers, making each feel uniquely served.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
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