Mohammed Rafiq
Building Loyalty in E-Tailing: The Role of Perceived Relationship Investment and Relationship Quality
Rafiq, Mohammed; Fulford, Heather; Lu, Xiaoming
Authors
Heather Fulford
Xiaoming Lu
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.
Citation
Rafiq, M., Fulford, H., & Lu, X. (2012). Building Loyalty in E-Tailing: The Role of Perceived Relationship Investment and Relationship Quality
Presentation Conference Type | Conference Paper (Published) |
---|---|
Conference Name | European Marketing Academy Conference |
Start Date | May 22, 2012 |
End Date | May 25, 2012 |
Publication Date | 2012 |
Deposit Date | Aug 19, 2019 |
Public URL | http://researchrepository.napier.ac.uk/Output/1193859 |
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