Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty.
| Autor: | Alagarsamy, Subburaj, Mehrolia, Sangeeta, Singh, Brijesh |
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| Předmět: |
CUSTOMER relations
ONLINE information services STRUCTURAL equation modeling RELATIVE medical risk CONFIDENCE intervals RESEARCH evaluation NEGOTIATION MATHEMATICAL models COMPARATIVE studies QUALITY assurance QUESTIONNAIRES AUTONOMY (Psychology) SCALE analysis (Psychology) THEORY DESCRIPTIVE statistics CHI-squared test GROCERY industry STATISTICAL sampling CLUSTER analysis (Statistics) STATISTICAL correlation EMPLOYEE loyalty |
| Zdroj: | Journal of Internet Commerce; Apr-Jun2021, Vol. 20 Issue 2, p246-272, 27p, 1 Illustration, 2 Diagrams, 2 Charts |
| Abstrakt: | The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 20–35 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage. [ABSTRACT FROM AUTHOR] |
| Databáze: | Complementary Index |
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