“I just like this e-Retailer”: Understanding online consumers repurchase intention from relationship quality perspective |
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| Institution: | 1. School of Management, Binghamton University - The State University of New York, NY, USA;2. College of Business, University of North Texas, Denton, TX, USA;1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-Hai Road, Kaohsiung 80424, Taiwan, ROC;2. School of Communication, Journalism and Marketing, Massey University, Private Bag 102904, North Shore, Albany, Auckland, New Zealand;1. International Business and Trade, Ming Chuan University, Taipei 111, Taiwan;2. School of Management, University of Bradford, Bradford BD7 1DP, UK |
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| Abstract: | In an increasingly competitive market, retaining customers is essential for both e-retailers and online shopping platforms. This study focuses on relationship quality as it pertains to repurchase intentions in Ghana. The mediating role of price level is addressed. The results show that customer trust, customer commitment, and customer satisfaction affect price level. Customer trust and satisfaction affect repurchase intention, but customer commitment does not affect repurchase intention. Also, price level mediates the relationship between relationship quality and repurchase intention. Implications of these findings are discussed. |
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| Keywords: | Customer trust Customer commitment Customer satisfaction Price level Repurchase intention Ghana |
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