Enhancing relationships in e-tail: Role of relationship quality and duration

Sriram Dorai, Nataraj Balasubramanian and Bharadhwaj Sivakumaran

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: This research deals with antecedents and outcomes of relationship quality in e-tail. SMART-PLS analysis of survey data from India (n = 644) showed that perceived value, e-service quality, interaction, discounts and transaction related factors were found to have a positive effect on relationship quality (RQ). RQ mediates the relationship between these antecedents and self-brand connect and loyalty. Support for serial mediation was found with RQ and self-brand connect preceding loyalty formation. Relationship duration positively moderated the effect of RQ on self-brand connect. RQ was conceptualized as a formative second order factor. E-tailers may invest in antecedents of RQ and they may devise strategies to increase the duration of relationships.

Keywords: Relationship quality; Self-brand connect; Loyalty; Interaction; e-service quality (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313011

DOI: 10.1016/j.jretconser.2020.102293

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