Mohammad Reza Kousheshi; Samad Aali; Alireza Bafandeh zendeh; Soleyman Iranzadeh
Abstract
Purpose of this paper is to provide a model for predicting Antecedents and consequences of relationship quality in online purchase. In this respect, online buyers in Tabriz were selected as statistical population and 462 individuals participated in research by completing the questionnaire. The ...
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Purpose of this paper is to provide a model for predicting Antecedents and consequences of relationship quality in online purchase. In this respect, online buyers in Tabriz were selected as statistical population and 462 individuals participated in research by completing the questionnaire. The convenience sampling was used to select the samples and the research hypotheses were tested using structural equation modeling and AMOS software. The results of the research showed that website quality, online relationship Bonds and reputation of seller have positive effect on online relationship quality. Also, the results of the research showed that online relationship quality has positive effect on electronic word of mouth, online customer share, online customer loyalty and online customer reviews. The findings of this study, together with previous findings, point out that long-term online relationship that are extract of online marketing should be looked at in depth. Because the online relationship quality is a connecting loops between the attitudes and behaviors of customers and internet vendors. In the online retailing industry, marketers need to develop an online relationship to continue their relationship with customers and equip themselves with tools that enhance the quality of the relationship. This research helps business managers identify key points of online relationship quality and use it in online relationship marketing.
