This study aims to understand the relationships among relationship quality, repurchase intention, word-of-mouth and the moderation effect of the loyalty program.
Base on social exchange theory and trust commitment theory, the study hypothesizes that relationship quality is a multidimensional construct consisting of trust, satisfaction, commitment and perceived value. Relationship quality is posited to influence word-of-mouth, and this relationship is mediated by the repurchase intention. Loyalty program is expected to moderate the relationship between independent and dependent variables. Data were collected through online survey and mall intercept in North Island of New Zealand. 144 responses were obtained and were analyzed through SEM.
The findings support a multidimensional construct for relationship quality; however, the moderation effect of the loyalty program was insignificant.
This study helps to understand the relationship quality in the e-tailing industry. Theoretical and practical implications are finally discussed.
