Relationship quality: an online retail perspective

This paper develops a model that empirically examines relationship quality (RQ) as a mediating factor between antecedents (aspects of B2B service quality) and outcomes (aspects of loyalty). Using a data set from retailers with an online presence, the analysis, using Structural Equation Modeling, shows that RQ dimensions, namely trust, satisfaction, and communication quality are positively influenced by service quality dimensions. Satisfaction is shown to have a significant influence on attitudinal loyalty and trust is significantly linked to behavioral aspects of loyalty, that is, retailer’s willingness to pay more for the service. While communication quality is not significantly linked to loyalty, it is influenced by service quality antecedents.