TY - JOUR
T1 - Building customer loyalty in online retailing: the role of relationship quality
AU - Fulford, Heather
AU - Rafiq, Mohammed
AU - Lu, Xiaoming
N1 - Special Issue: Special Issue 1: Retailing in a Connected World; Special Issue 2: CRM: Technology Adoption, Business Implications, and Social and Cultural Concerns
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
KW - relationship quality
KW - e-loyalty
KW - Internet retailing
KW - perceived relationship investment
U2 - 10.1080/0267257X.2012.737356
DO - 10.1080/0267257X.2012.737356
M3 - Article
SN - 0267-257X
VL - 29
SP - 494
EP - 517
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 3-4
ER -