This paper examines the role of perceived relationship investment and relationship quality (RQ) in the formation of customer loyalty in internet retailing. RQ is treated as a disaggregated multi-dimensional, rather than a global, construct consisting of relationship satisfaction, trust, and commitment. Based on a survey of 491 internet grocery shoppers and structural equation modeling, results show that perceived relational investment, relationship satisfaction, and affective commitment have a strong impact on e-loyalty. Trust also has a strong effect but works via relationship satisfaction. The results suggest that the disaggregated model of RQ provides a better prediction of e-loyalty than the aggregated model of RQ.
|Publication status||Published - 25 May 2012|
|Event||EMAC 2012: European Marketing Academy 41st Annual Conference - Lisbon, Portugal|
Duration: 25 May 2012 → …
|Conference||EMAC 2012: European Marketing Academy 41st Annual Conference|
|Period||25/05/12 → …|