Online relationship quality: scale development and initial testing

Abstract

Purpose – The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature. Design/methodology/approach – The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel). Findings – The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items. Research limitations/implications – The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance). Practical implications – An instrument for assessing the quality of online relationships between banks and consumers is important for marketing professionals who want to determine their relational positioning and focus on those dimensions that promote long-term online relationships. The scale developed here can be used to assess customers’ perceptions of the quality of the relationship with an online financial institution, to segment those customers more effectively, and to improve targeting of marketing strategies and activities. Originality/value – This study contributes to the enrichment of the body of theory and provides researchers with a tool for the further investigation of the quality of online relationships.

Scale development: ten main limitations and recommendations to improve future research practices

“…After EFA and CFA, convergent validity was the preferred technique used in the vast majority of the studies included in this review (e.g., Brun et al 2014;Cicero et al 2010). This finding is consistent with prior research (Bastos et al 2010).…”

Humanizing websites: Website personality for E-services

“…It is not surprising that past research has commonly placed emphasis on the imperative nature of trust, commitment and satisfaction when accessing online banking services. This includes research conducted by Mukherjee and Nath [14]; Vatanasombut et al [15]; Brun, Rajoabelina and Line [16]; Faryabi et al [17].…”

Dynamics of Online Relationship Marketing: Relationship Quality and Customer Loyalty in Iranian banks

“…Although e-banking, in contrast to traditional banking, enables customers to undertake a wide range of banking activities at any time and place at a low cost (Amin, 2016), the elimination of the role of humans in providing electronic services presents a challenge in gaining customer loyalty (Amin, 2016;Brun, Rajaobelina, & Ricard, 2014). The staff of a service company can help their enterprise by establishing a close and intimate relationship with customers.…”

“…Relationship quality is a multi-dimensional construct composed of several factors that reflect the general nature of the relationship between companies and customers. Despite the lack of a consensus on the dimensions and elements of quality, there is general agreement that satisfaction, trust, and commitment are key elements of relationship quality (Brun et al, 2014;Hennig-Thurau, Gwinner, & Gremler, 2002;Palmatier, Dant, Grewal, & Evans, 2006;Smith, 1998;Wang, Liang, & Wu., 2006). Also, according to Brun et al (2014), commitment, trust, and satisfaction are constituent elements of relationship quality in the online context.…”