Title: Relationship marketing in online retailing: a theoretical and empirical analysis from an Indian perspective

Authors: Deepika; Shashank Vikram Pratap Singh

Addresses: Department of Commerce, PGDAV College, University of Delhi, New Delhi, India ' Department of Commerce, Delhi School of Economics, University of Delhi, New Delhi, 110007, India

Abstract: Seeing the popularity of relationship marketing and its benefits, the present study extends the concept in the domain of online retailing. The study deals with the identification of strategies that could be employed by marketers in building and enhancing the relationships with online customers. The study has developed a hypothesised model which contains two layers. Layer 1 consists of constructs under customer perceptions, namely: perceived relationship, perceived interactivity, perceived service quality, perceived risk and perceived switching costs. Layer 2 comprised of two most popular concepts of relationship marketing, namely: e-trust and customer loyalty. The customer loyalty is the behavioural outcome and e-trust is the mediating factor between the constructs under customers' perceptions and behavioural outcome of relationship marketing. To conduct the present study, a structured questionnaire was circulated among Indian consumers who actively use online retailing websites. The collected data were analysed using SEM in AMOS and SPSS.

Keywords: relationship marketing; online retailing; structural equation modelling; confirmatory factor analysis.

DOI: 10.1504/IJBIS.2023.133511

International Journal of Business Information Systems, 2023 Vol.44 No.1, pp.40 - 63

Received: 13 Jul 2020
Accepted: 19 Aug 2020
Published online: 19 Sep 2023 *

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