The antecedents and consequences of online relationship quality in internet purchases

Abstract

Purpose 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/approach A total of 462 online buyers in Iran participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique. Findings The 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/implications In 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 implications This 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/value This 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.

The Influence of Antecedents Online Relationship Quality and Its Impact on Customer Loyalty in E-commerce

“…Beside satisfaction, commitment is also considered a necessary component in a thriving long term relationship [12][4]. Roberts et al, define that, those emotional commitment defines how many buyers are compliant to maintain their relationship in online form with the online business company, amidst the different types of commitment [4].…”

“…Lin in Kousheshi explained that the quality of a website is a multi-dimensional latent that covers the quality from the web information, web system, and the web service [4]. This research adopts the state factors and the relevant questionnaire items of the secure website quality model to evaluate the perceived quality of the website.…”

“…According to previous research, relationship quality and loyalty program are known to influence consumer loyalty, repurchase, and word of mouth advertisement [4] [7]. The present research conducted referenced upon relationship marketing concept with the aim to improve some understanding of the interplay between antecedents regarding online relationship quality and their impact on attitudinal and behavioral loyalty on the e-commerce industry.…”

“…Overall, this can be seen that what happened with offline customers, which is how to retention and the maintenance of online buyers are believed to be a factor to obtain a competitive advantage for the companies in the online form [3]. According to the viewpoint of most experts, the determining factor toward securing a solid relationship with buyers is relationship quality that also could improve the company's performance [4]. The information acquired in online purchases guides to the extra indication of quality from online relationships between buyers and companies [5].…”

“…The importance of customer loyalty is undeniable; many companies seem to have adhered to this fact, as more than 90% of the customers using dedicated marketing solutions. Thus the current study builds on the online relationship antecedents [4], and the result of relationship quality [4] [6] theories to discuss the relationship between online relationship quality antecedents to attitudinal and behavioral loyalty. The maturity of relationship quality in conventional transactions is affected by several circumstances, includes shared benefits, communication, buyer relationship investment, seller expertise, the relationship length, market familiarization, and relationship advantages.…”