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Building customer loyalty in online retailing: The role of relationship quality

Rafiq, Mohammed; Fulford, Heather; Lu, Xiaoming


Mohammed Rafiq

Heather Fulford

Xiaoming Lu


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.


Rafiq, M., Fulford, H., & Lu, X. (2013). Building customer loyalty in online retailing: The role of relationship quality. Journal of Marketing Management, 29(3-4), 494-517.

Journal Article Type Article
Online Publication Date Nov 26, 2012
Publication Date 2013-02
Deposit Date Jun 4, 2018
Publicly Available Date Jun 5, 2018
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 29
Issue 3-4
Pages 494-517
Keywords relationship quality, e-loyalty, Internet retailing, perceived relationship investment
Public URL


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