The Influence of Antecedents Online Relationship Quality and Its Impact on Customer Loyalty in E-commerce

DOI

10.2991/aebmr.k.210522.013How to use a DOI?

Keywords

Relationship Quality, Loyalty Program, Attitudinal Loyalty, Behavioral Loyalty, e-commerce

Abstract

Despite the abundance of e-commerce marketplace in Indonesia, their interplay with online relationship quality is scarce. The purpose of this study is to investigate the antecedents of online relationship quality and their consequences on attitudinal and behavioral loyalty as the outcomes in the e-commerce marketplace industry. The study is an cross-sectional study and data were collected from 769 e-commerce marketplace customers in Indonesia that participated in this study by completing online survey. The research hypotheses were tested using structural equation modelling-partial least squares (SEM-PLS). The results showed that 10 out of 11 hypotheses that measured the direct effect of antecedents online relationship quality on consequences online relationship quality are supported, it exhibits that website information quality, website service quality, online relational bonds and perceived vendor reputation affected online relationship quality. However 1 hypotheses, website system quality effect on online relationship quality is not supported, it showed that website system quality on e-commerce marketplace does not affect their customer online relationship quality. This study provides wides antecedents of online relationship quality and their consequences towards attitudinal and behavioral loyalty for e-commerce marketplace, through being aware of them e-commerce marketplace could adjust their suitable guideline to maintain and increase their relationship quality with online customers to help increasing customer attitudinal and behavioral loyalty.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nabila Rachmadhania
AU  - Tengku Ezni Balqiah
PY  - 2021
DA  - 2021/05/25
TI  - The Influence of Antecedents Online Relationship Quality and Its Impact on Customer Loyalty in E-commerce
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 93
EP  - 100
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.013
DO  - 10.2991/aebmr.k.210522.013
ID  - Rachmadhania2021
ER  -