 Relationship value based on customer equity influences on online group-buying customer loyaltyRuijin Zhang, Guoxin Li, Zhengpei Wang and Haiyan Wang Journal of Business Research, 2016, vol. 69, issue 9, 3820-3826 Abstract: The purposes of this article is to clarify the composition of relationship value based on consumer equity and examine the mediating role of relationship quality and moderating role of customer relationship life cycle in the relationship between the relationship value and customer loyalty. This paper finds that different dimensions of relationship quality have different effects on customer loyalty by empirical analysis. Besides, relationship quality plays a mediator role in the relationship between relationship value and customer loyalty, and relationship life cycle in different stage have significant different moderation effects between customer relationship value and customer loyalty. This study outcomes indicate that establishing and maintaining good relationships with consumers can effectively improve customer loyalty, and then enhance customer equity, besides, customer participation behavior and positive word of mouth can improve customer loyalty. The findings are valuable for marketing managers of online group-buying. Keywords: Relationship value; Relationship quality; Relationship equity; Relationship life cycle; Online group-buying platform; Customer loyalty (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:9:p:3820-3826 DOI: 10.1016/j.jbusres.2015.12.074 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.