| Abstract: | This research deals with antecedents and outcomes of relationship quality in e-tail. SMART-PLS analysis of survey data from India (n = 644) showed that perceived value, e-service quality, interaction, discounts and transaction related factors were found to have a positive effect on relationship quality (RQ). RQ mediates the relationship between these antecedents and self-brand connect and loyalty. Support for serial mediation was found with RQ and self-brand connect preceding loyalty formation. Relationship duration positively moderated the effect of RQ on self-brand connect. RQ was conceptualized as a formative second order factor. E-tailers may invest in antecedents of RQ and they may devise strategies to increase the duration of relationships. |
