Building loyalty in e-tailing: the role of perceived relationship investment and relationship quality

Mohammed Rafiq, Heather Fulford, Xiaoming Lu

Research output: Contribution to conferencePaperpeer-review

Abstract

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.
Original languageEnglish
Publication statusPublished - 25 May 2012
EventEMAC 2012: European Marketing Academy 41st Annual Conference - Lisbon, Portugal
Duration: 25 May 2012 → …

Conference

ConferenceEMAC 2012: European Marketing Academy 41st Annual Conference
Period25/05/12 → …

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