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An Analysis and Empirical Study of the Impact of Customer Relationship Quality on Repurchase Intention in Online Shopping Context

In: The 19th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Mi-yuan Shan

    (Hunan University)

  • Yue-hong Luo

    (Hunan University)

  • Ren-long Zhang

    (Hunan University)

Abstract

Customer relationship quality is an important factor to affect customers’ future continuous interaction with enterprises. The study analyzes the mechanism of the impact of customer relationship quality on repurchase intention from a new perspective, and develops a theory framework by taking post-purchase perceived risk as a mediating variable. Meanwhile, it collects data from the perspective of online customers, and has an empirical test of underlying assumptions. The empirical results indicate, customer satisfaction and trust both have an indirect positive effect on repurchase intention by taking post-purchase perceived risk, mainly economic, functional, service and psychological risk, as a medium. Findings of the study show the evaluation and mechanism of post-purchase perceived risk, and enhance our understanding of the inner drive mechanism between customer relationship quality and repurchase intention in online shopping context. The study also provides a guideline for online sellers to enhance customers’ repurchase intention.

Suggested Citation

  • Mi-yuan Shan & Yue-hong Luo & Ren-long Zhang, 2013. "An Analysis and Empirical Study of the Impact of Customer Relationship Quality on Repurchase Intention in Online Shopping Context," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 885-892, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-37270-4_84
    DOI: 10.1007/978-3-642-37270-4_84
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    Cited by:

    1. Javed, Muhammad Kashif & Wu, Min, 2020. "Effects of online retailer after delivery services on repurchase intention: An empirical analysis of customers’ past experience and future confidence with the retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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