An Analysis and Empirical Study of the Impact of Customer Relationship Quality on Repurchase Intention in Online Shoppin
Customer relationship quality is an important factor to affect customers’ future continuous interaction with enterprises. The study analyzes the mechanism of the impact of customer relationship quality on repurchase intention from a new perspective, and d
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An Analysis and Empirical Study of the Impact of Customer Relationship Quality on Repurchase Intention in Online Shopping Context Mi-yuan Shan, Yue-hong Luo, and Ren-long Zhang
Abstract Customer relationship quality is an important factor to affect customers’ future continuous interaction with enterprises. The study analyzes the mechanism of the impact of customer relationship quality on repurchase intention from a new perspective, and develops a theory framework by taking post-purchase perceived risk as a mediating variable. Meanwhile, it collects data from the perspective of online customers, and has an empirical test of underlying assumptions. The empirical results indicate, customer satisfaction and trust both have an indirect positive effect on repurchase intention by taking post-purchase perceived risk, mainly economic, functional, service and psychological risk, as a medium. Findings of the study show the evaluation and mechanism of post-purchase perceived risk, and enhance our understanding of the inner drive mechanism between customer relationship quality and repurchase intention in online shopping context. The study also provides a guideline for online sellers to enhance customers’ repurchase intention. Keywords Customer relationship quality • Customer satisfaction • Trust • Post-purchase perceived risk • Repurchase intention
84.1 Introduction With the popularity of the network in recent years, online shopping in e-commerce has developed very quickly, the transaction size of online shopping market has amounted to ¥ 766.6 billion in 2011, an annual growth rate of 66.3 %. Along with the switching costs and search costs are greatly reduced in network environment, the
M. Shan • Y. Luo () • R. Zhang College of Business Administration, Hunan University, Changsha, China e-mail: [email protected]; dingjing [email protected] E. Qi et al. (eds.), The 19th International Conference on Industrial Engineering and Engineering Management, DOI 10.1007/978-3-642-37270-4 84, © Springer-Verlag Berlin Heidelberg 2013
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cost of retaining existing customers is much lower than obtaining new customers, so customer retention is a way for sellers to obtain a competitive advantage, and it is also the key of sellers’ survival and development. To maintain the long-term relationships with customers, relationship marketing has included how to establish, develop, maintain customer relationships and other aspects into its research scope, and carried out theoretical and empirical study to the correlation between customer relationship quality and customer loyalty in different industry background. It finds out that customer relationship quality will greatly affect the customers’ post-purchase behavior, such as customer retention, continuous trading. Meanwhile, the level of uncertainty customer perceived in product/service purchase process is relatively high in network environment, and it is also difficult to make an objective evaluation even after some product/service has been used. Some literature studies show t
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