Building customer loyalty in online retailing: The role of relationship quality

Mohammed Rafiq · Heather Fulford

153 citations0/0 files storedJournal of Marketing Management

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Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This paper examines the challenge of building customer loyalty in the e-tailing environment. It examines the role of relationship quality (RQ) in the formation of customer loyalty in Internet retailing. In a departure from existing research, RQ is treated as a disaggregated, multidimensional construct, rather than a global one, consisting of relationship satisfaction (RS), trust, and commitment. Based on an online survey of 491 Internet grocery shoppers, structural equation modelling is used to test the influence of the different dimensions of RQ on e-loyalty. Results show that RS, perceived relational investment, and affective commitment have a strong and positive impact on e-loyalty. Trust also has a strong effect but works via RS. The results suggest that the disaggregated model of RQ provides a better prediction of e-loyalty than the aggregated model of RQ.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988On the Evaluation of Structural Equation Models 1994The Commitment-Trust Theory of Relationship Marketing 2017Exchange and Power in Social Life 1965Exchange and Power in Social Life.1996The Behavioral Consequences of Service Quality 1990The measurement and antecedents of affective, continuance and normative commitment to the organization

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