Building Loyalty in E-Tailing: The Role of Perceived Relationship Investment and Relationship Quality

Rafiq, Mohammed; Fulford, Heather; Lu, Xiaoming

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.

• 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