The antecedents and consequents of relationship quality in internet shopping

The antecedents and consequents of relationship quality in internet shopping Purpose – The purpose of this paper is to highlight the significance of relationship quality factors (customer satisfaction, e‐trust, and e‐commitment) on positive word of mouth (WOM) in online retailing. Design/methodology/approach – The relative importance of site characteristics in online retailing on customer satisfaction was examined and the relationship among customer satisfaction, trust, and commitment in offline was identified. This paper then proposes a conceptual model of the relationship among site characteristics, relationship quality, and WOM in online retailing. AMOS 5.0 was used to test for the hypothesized relationships. Findings – All of site characteristics in online retailing have a positive influence on customer satisfaction. Communication of site characteristics has a positive effect on customer satisfaction more than the other factors (shopping convenience, site design, informativeness, and security). Customer satisfaction affects positively e‐commitment more than it does e‐trust. E‐commitment affects positively WOM more than it does e‐trust. This paper identifies the causal relationship among site characteristics, relationship quality, and WOM. Further, the relative importance of customer satisfaction in relationship quality of online retailing is examined. Originality/value – Results provide important insights into the impact of site characteristics in online retailing on customer satisfaction compared to other previous researches. In addition, e‐trust and e‐commitment are identified as important antecedents of e‐WOM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The antecedents and consequents of relationship quality in internet shopping

Loading next page...
 
/lp/emerald-publishing/the-antecedents-and-consequents-of-relationship-quality-in-internet-lJEdlNdU2S
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555851011090510
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to highlight the significance of relationship quality factors (customer satisfaction, e‐trust, and e‐commitment) on positive word of mouth (WOM) in online retailing. Design/methodology/approach – The relative importance of site characteristics in online retailing on customer satisfaction was examined and the relationship among customer satisfaction, trust, and commitment in offline was identified. This paper then proposes a conceptual model of the relationship among site characteristics, relationship quality, and WOM in online retailing. AMOS 5.0 was used to test for the hypothesized relationships. Findings – All of site characteristics in online retailing have a positive influence on customer satisfaction. Communication of site characteristics has a positive effect on customer satisfaction more than the other factors (shopping convenience, site design, informativeness, and security). Customer satisfaction affects positively e‐commitment more than it does e‐trust. E‐commitment affects positively WOM more than it does e‐trust. This paper identifies the causal relationship among site characteristics, relationship quality, and WOM. Further, the relative importance of customer satisfaction in relationship quality of online retailing is examined. Originality/value – Results provide important insights into the impact of site characteristics in online retailing on customer satisfaction compared to other previous researches. In addition, e‐trust and e‐commitment are identified as important antecedents of e‐WOM.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Oct 5, 2010

Keywords: Customer satisfaction; Customer relations; South Korea; Electronic commerce

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off