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The antecedents and consequences of online relationship quality in internet purchases

The antecedents and consequences of online relationship quality in internet purchases The purpose of this paper is to suggest a model for predicting antecedents and consequences of relationship quality in online purchase of physical goods.Design/methodology/approachA total of 462 online buyers in Iran participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.FindingsThe results showed that website quality, online relationship bonds and reputation of seller have positive effect on online relationship quality. The results also showed that online relationship quality has positive effect on electronic word of mouth, online customer share, online customer loyalty and online customer reviews.Research limitations/implicationsIn this research, online relationship quality was considered as a higher-order construct including trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, future researchers can investigate the separate impact of each of the relationship quality dimensions (commitment, trust and satisfaction) on the consequences of online relationship quality.Practical implicationsThis research provides a wide series of antecedents and consequences of online relationship quality for online stores community so that, through being aware of them, internet stores could choose a suitable guideline to sustain their relationship with online customers and, ultimately, obtain customers’ participation in creating value and strengthening their competitive status.Originality/valueThis paper proposes a more comprehensive model of the antecedents and consequences of relationship quality in online purchases for the first time, and it demonstrates which factors strengthen online relationship quality as well as indicates which customer reactions online relationship quality can reinforce and which consequences it can provide for internet shops. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

The antecedents and consequences of online relationship quality in internet purchases

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References (50)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-01-2019-0002
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to suggest a model for predicting antecedents and consequences of relationship quality in online purchase of physical goods.Design/methodology/approachA total of 462 online buyers in Iran participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.FindingsThe results showed that website quality, online relationship bonds and reputation of seller have positive effect on online relationship quality. The results also showed that online relationship quality has positive effect on electronic word of mouth, online customer share, online customer loyalty and online customer reviews.Research limitations/implicationsIn this research, online relationship quality was considered as a higher-order construct including trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, future researchers can investigate the separate impact of each of the relationship quality dimensions (commitment, trust and satisfaction) on the consequences of online relationship quality.Practical implicationsThis research provides a wide series of antecedents and consequences of online relationship quality for online stores community so that, through being aware of them, internet stores could choose a suitable guideline to sustain their relationship with online customers and, ultimately, obtain customers’ participation in creating value and strengthening their competitive status.Originality/valueThis paper proposes a more comprehensive model of the antecedents and consequences of relationship quality in online purchases for the first time, and it demonstrates which factors strengthen online relationship quality as well as indicates which customer reactions online relationship quality can reinforce and which consequences it can provide for internet shops.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jan 14, 2020

Keywords: EWOM; Website quality; Online customer loyalty; Online relational bonds; Online relationship quality

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