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

Rafiq, Mohammed, Fulford, Heather and Lu, Xiaoming (2012) Building loyalty in e-tailing: the role of perceived relationship investment and relationship quality. In: EMAC 2012: European Marketing Academy 41st Annual Conference, 22-25 May 2012, Lisbon, Portugal.

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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.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	N900 Others in Business and Administrative studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Helen Pattison
Date Deposited:	20 Sep 2012 13:30
Last Modified:	19 Nov 2019 09:51
URI:	http://nrl.northumbria.ac.uk/id/eprint/8969

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