Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-04-03 DOI:10.1080/15332861.2020.1868213

Subburaj Alagarsamy, Sangeeta Mehrolia, Brijesh Singh

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引用次数: 20

Abstract

Abstract The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 20–35 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage.

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品牌关系质量对关系纽带和网上杂货商忠诚度的中介作用

摘要本研究旨在确定品牌关系质量如何中介不同网络关系纽带以及态度和行为忠诚度之间的关系。使用配额抽样法，从印度班加罗尔的五个不同集群中收集了来自20-30岁受访者的316份有效问卷。使用结构方程模型对假设进行了检验。本研究发现，便利联结和结构联结对品牌信任以及态度和行为忠诚没有影响。所有五种关系纽带，即便利、结构、财务、同理心和社会纽带，都被认为会影响他们的社区感和态度依恋。社区意识是品牌忠诚度的主要影响因素。本研究表明，品牌质量关系的品牌维度介导了财务、移情和社会纽带对态度和行为忠诚的影响。它还说明了不同的关系纽带作为刺激的作用，以及关系质量维度作为一个有机体的作用，这些因素可以提高在线杂货零售中的客户忠诚度。在线杂货店的经理可以考虑这些新的关系纽带，以及传统的纽带，以培养积极的情绪并获得竞争优势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.