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A longitudinal study of online non-relationship intentions

Author

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  • Hong-Youl Ha
  • Swinder Janda

Abstract

In their eagerness to develop relationships with customers, some marketers often overlook the fact that not all consumers may be interested in maintaining a relationship with the firm. In this research, the authors develop a theoretical model as to why many customers do not wish to maintain a relationship with e-businesses and test the model over time. The results show that consumer-relationship value perceptions affect non-relationship intentions. Moreover, even though non-relationship intentions in a certain time period do not directly affect non-relationship intentions in the immediate future time period, promotion events may play a mediating role in this relationship.

Suggested Citation

  • Hong-Youl Ha & Swinder Janda, 2008. "A longitudinal study of online non-relationship intentions," The Service Industries Journal, Taylor & Francis Journals, vol. 31(3), pages 343-354, December.
    • Handle: RePEc:taf:servic:v:31:y:2008:i:3:p:343-354
    DOI: 10.1080/02642060802712772
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