understanding brand loyalty and customer`s value in online shopping: the role of relationship quality

Purpose: this is an applied research and the main purpose of this paper is to explore the antecedents of brand loyalty and customer`s value of online shopping in iran with considering the role of relationship quality as a moderating factor. design/ methodology/ approach: according to literature review, a model was constructed of two antecedents of brand loyalty which were leading to behavioral and attitudinal brand loyalty, and two antecedents of customer`s value which were leading to utilitarian and hedonic value by considering the role of relationship quality of online shopping. this model was tested within 410 iranian customers of online store in an approximately random way. in data analysis, hierarchical regression method was used to investigate the effect of moderator variable. findings: the quality of relation with customers could affect multiple factors such as customer`s value and customer loyalty to the brand and also may lead to the competitive advantage for the corporates. the findings indicate the significant impact of every aspects of customer`s value on the behavioral loyalty and attitudinal loyalty to brand. in the present research, the impacts of relationship quality variable upon the relation between utilitarian value and attitudinal loyalty to brand as well as the relation between hedonic value and attitudinal loyalty to brand were confirmed. the results reveal that stores with higher relationship quality may orient to get the customer feedback and win their trust as well. therefore, increased trust may augment the customer commitment to the vendor site; in other words, the attitudinal loyalty of the customer may subsequently increase. the moderating effect of the quality of relation between the aspects of customer`s value and behavioral brand loyalty failed to be confirmed. originality/ value: although there have been many researches on brand loyalty, relationship quality and customer's value, not enough attention is given to the relationship between them. the purpose of this paper is to examine the relationship between brand loyalty and customer's value by testing the moderating role of relationship quality in e-retail industry. the present study for the first time investigated the moderating role of the quality of relation between the customer`s value and loyalty to brand. taking into account the relationship quality in the present study, is a matter of great importance, for relationship quality as a significant factor may lead to the recognition of whatever the customers may require and whatever the rivals do.

Understanding brand loyalty and customer`s value in online shopping: The role of Relationship Quality

Purpose: This is an applied research and the main purpose of this paper is to explore the antecedents of brand loyalty and customer`s value of online shopping in Iran with considering the role of relationship quality as a moderating factor. Design/ Methodology/ Approach: According to literature review, a model was constructed of two antecedents of brand loyalty which were leading to behavioral and attitudinal brand loyalty, and two antecedents of customer`s value which were leading to utilitarian and hedonic value by considering the role of relationship quality of online shopping. This model was tested within 410 Iranian customers of online store in an approximately random way. In data analysis, hierarchical regression method was used to investigate the effect of moderator variable. Findings: The quality of relation with customers could affect multiple factors such as customer`s value and customer loyalty to the brand and also may lead to the competitive advantage for the corporates. The findings indicate the significant impact of every aspects of customer`s value on the behavioral loyalty and attitudinal loyalty to brand. In the present research, the impacts of relationship quality variable upon the relation between utilitarian value and attitudinal loyalty to brand as well as the relation between hedonic value and attitudinal loyalty to brand were confirmed. The results reveal that stores with higher relationship quality may orient to get the customer feedback and win their trust as well. Therefore, increased trust may augment the customer commitment to the vendor site; in other words, the attitudinal loyalty of the customer may subsequently increase. The moderating effect of the quality of relation between the aspects of customer`s value and behavioral brand loyalty failed to be confirmed. Originality/ value: Although there have been many researches on brand loyalty, relationship quality and customer's value, not enough attention is given to the relationship between them. The purpose of this paper is to examine the relationship between brand loyalty and customer's value by testing the moderating role of relationship quality in e-retail industry. The present study for the first time investigated the moderating role of the quality of relation between the customer`s value and loyalty to brand. Taking into account the relationship quality in the present study, is a matter of great importance, for relationship quality as a significant factor may lead to the recognition of whatever the customers may require and whatever the rivals do.