A New Look at the Effect of e-Relationship Quality on Loyalty of the Generation Z in Online Shopping
Keywords:
E-Relationship Quality, Investment Model, Online Shopping, Generation ZAbstract
The objectives of this study were to: 1. develop e-relationship quality dimensions through online
shopping behavior by using Rusbult’s Investment Model, and 2. study the effect of e-relationship quality
dimensions on loyalty intention through online shopping website. This study used online questionnaire to
collect the data from 374 generation Z customers, who were online shoppers. The analysis of data was
done by using confirmatory factor analysis and structural equation model analysis with AMOS to prove
hypotheses.
The results found that 1.three dimensions of relationship quality in terms of trust, resolved conflict,
and dependence aspects by using Rusbult’s Investment Model, were reliable and valid, and 2.three dimensions
in terms of trust, resolved conflict and dependence aspects had effects on loyalty intention through online
shopping website and the effects were positive on e-relationship quality dimensions with the statistical
significance. The contributions of this study can be benefits for driving new knowledge to scholars,
researchers, and marketers, who are interested in e-relationship quality dimensions through online shopping
behavior. Moreover, other relevant factors concerning of three dimensions of relationship can be investigated
for further research. In addition, the marketers are able to use this study to be the guidelines in order to
create the strategy for e-relationship quality dimensions through online shopping behavior for generation
Z consumers as well as increase their loyalty through online shopping behavior now and in the future.
References
Achen, R. M. (2019). Re-examining a model for measuring Facebook interaction and relationship quality. Sport, Business and Management: An International Journal, 9(3), 255-272.
Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92.
Brun, I., Rajaobelina, L., & Ricard, L. (2016). Online relationship quality: testing an integrative and comprehensive model in the banking industry. Journal of Relationship Marketing, 15(4), 219-246.
Carter, M., Wright, R., Thatcher, J. B., & Klein, R. (2014). Understanding online customers' ties to merchants: The moderating influence of trust on the relationship between switching costs and e-loyalty. European Journal of Information Systems, 23(2), 185-204.
Castañeda, J. A. (2011). Relationship between customer satisfaction and loyalty on the internet. Journal of Business and Psychology, 26(3), 371-383.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: strategy, implementation and practice. Harlow: Pearson.
Chiu, W., Cho, H., & Chi, C. G. (2021). Consumers’ continuance intention to use fitness and health apps: an integration of the expectation–confirmation model and investment model. Information Technology & People, 34(3), 978–998.
Detthamrong, U., Chansanam, W., & Patthirasinsiri, N. (2020). Causal relationships factors of customer attitudes on online customer loyalty in Thailand. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 9(1), 44-64.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gao, L., & Bai, X. (2014). A unified perspective on the factors influencing consumer acceptance of internet of things technology. Asia Pacific Journal of Marketing and Logistics, 26(2), 211-231.
Gao, W., & Li, X. (2019). Building presence in an online shopping website: the role of website quality. Behaviour & Information Technology, 38(1), 28-41.
Ghazali, E., Nguyen, B., Mutum, D. S., & Mohd-Any, A. A. (2016). Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electronic Markets, 26(2), 157-171.
Giovanis, A. (2016). Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25(6), 568-585.
Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776.
Giovanis, A. N., & Melanthiou, Y. (2017). Retailer loyalty in the online context: The influence of transactional and relational experiences assessment. Journal of Customer Behaviour, 16(1), 35-59.
Gremler, D. D. (2004). The critical incident technique in service research. Journal of Service Research, 7(1), 65-89.
Hair, J. F., Ortinau, D. J., & Harrison, D. E. (2021). Essentials of marketing research. New York, NY: McGraw-Hill.
Hassebrauck, M., & Fehr, B. (2002). Dimensions of relationship quality. Personal relationships, 9(3), 253-270.
Hippold, S. (2020). Coronavirus: How to secure your supply chain. Retrieved from https://www.gartner.com/smarterwithgartner/coronavirus-how-to-secure-your-supply-chain/
Ho, R. (2006). Handbook of univariate and multivariate data analysis and interpretation with SPSS: CRC Press.
Huang, Q., Davison, R. M., & Liu, H. (2014). An exploratory study of buyers’ participation intentions in reputation systems: The relationship quality perspective. Information & Management, 51(8), 952-963.
Izogo, E. E. (2016). Structural equation test of relationship quality. International Journal of Emerging Markets, 11(3), 374-394.
Jaikhun, M. & Phothongsaeng-arun, R. (2019). Technology acceptance, trust and social media marketing that effect consumers from generation x, y and z’s intention to buy products via facebook live channels. Journal of Suvarnabhumi Institute of Technology (Humanities and Social Sciences), 5(1), 260-275.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Kousheshi, M. R., Aali, S., Zendeh, A. R. B., & Iranzadeh, S. (2019). The antecedents and consequences of online relationship quality in internet purchases. Journal of Islamic Marketing, 11(1), 161-178.
Lee, W. O., & Wong, L. S. (2016). Determinants of mobile commerce customer loyalty in Malaysia. Procedia-Social and Behavioral Sciences, 224, 60-67.
Leung, T. K. P., Lai, K. H., Chan, R. Y., & Wong, Y. H. (2005). The roles of xinyong and guanxi in Chinese relationship marketing. European Journal of Marketing, 39(5/6), 528-559.
Macintosh, G. (2007). Customer orientation, relationship quality, and relational benefits to the firm. Journal of Services Marketing, 21(3), 150–157.
Malhotra, N. K. (2020). Marketing research: An applied orientation. Pearson.
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090-1110.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Puangmana, L., & Cheyjunya, P. (2018). The causal model of factors affecting Thai customer loyalty towards e-commerce business. Sripatum Review of Humanities and Social Sciences, 18(2), 76-85.
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, 70(4), 136-153.
Pentina, I., Amialchuk, A., & Taylor, D. G. (2011). Exploring effects of online shopping experiences on browser satisfaction and e-tail performance. International Journal of Retail & Distribution Management, 39(10), 742-758.
Raju, S. (2017). Positive and negative effects of affective and continuance brand commitment in a service context. Journal of Indian Business Research, 9(2), 133-148.
Ray, S., Kim, S. S., & Morris, J. G. (2012). Research note—Online Users' switching costs: Their nature and formation. Information Systems Research, 23(1), 197-213.
Riedler, L. (2020). Traditional and digital marketing towards generation z (Thesis). Retrieved from https://www.theseus.fi/handle/10024/338332#
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169-196.
Rotchanakitumnuai, S. (2012). Relationship Quality Components of Social Network. Thammasart Journal of Business Administration, 35(133), 9-18.
Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16(2), 172-186.
Shahzad, K., Ali, T., Kohtamäki, M., & Takala, J. (2020). Enabling roles of relationship governance mechanisms in the choice of inter-firm conflict resolution strategies. Journal of Business & Industrial Marketing, 35(6), 957-969.
Sharma, D., & Parida, B. (2018). Determinants of conflict in channel relationships: a meta-analytic review. Journal of Business & Industrial Marketing, 33(7), 911-930.
Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of social commerce constructs and social support on social commerce intentions. Information Technology & People, 32(1), 68-93.
Sriprom, C., Rungswang, A., Sukwitthayakul, C., & Chansri, N. (2019). Personality Traits of Thai Gen Z Under graduates: Challenges in the EFL Classroom? PASAA: Journal of Language Teaching and Learning in Thailand, 57, 165-190.
Thippayakraisorn, S. (2021). The causal relationship between customer experience management, customer satisfaction, loyalty and word-of-mouth in online retailing. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 10(1), 198-213.
Tunsakul, K. (2020). Gen Z Consumers’ Online Shopping Motives, Attitude, and Shopping Intention. Human Behavior, Development and Society, 21(2), 7-16.
U-pong, N., Wingwon, B., & Panphae, P. (2021). Managing electronic customer relationship that impacts through the mediating role of relationship quality and customer experience in the commercial banking business. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 10(1), 123-141.
Vanichbuncha K. (2019). Structural equation modeling (SEM) with AMOS. Bangkok: Samlada.
Vesel, P., & Zabkar, V. (2010). Comprehension of relationship quality in the retail environment. Managing Service Quality: An International Journal, 20(3), 213-235.
Wisker, Z. L. (2020). Examining relationship quality in e-tailing experiences: a moderated mediation model. Marketing Intelligence & Planning, 38(7), 863-876.
Xiang, L., Zheng, X., Zhang, K. Z., & Lee, M. K. (2018). Understanding consumers’ continuance intention to contribute online reviews. Industrial Management & Data Systems, 118(1), 22–40.
Yen, Y. S. (2010). Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?. Internet Research, 20(2), 210-224.
Downloads
Published
How to Cite
Issue
Section
License
บทความที่ลงตีพิมพ์ในวารสารวิชาการบริหารธุรกิจ สมาคมสถาบันอุดมศึกษาเอกชนแห่งประเทศไทยต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่ หรืออยู่ระหว่างการพิจารณาตีพิมพ์ในวารสารอื่นๆ การละเมิดลิขสิทธิ์เป็นความรับผิดชอบของผู้ส่งบทความโดยตรง
