Online Relationship Quality: Does It Increase Repurchase Intention from Private Shopping Sites?

Abstract

Private shopping sites became popular in most of the countries in recent years. Turkey was also affected from this trend and the number of private shopping sites increased rapidly. But nowadays some of them began to close up and had to stop their operations. So, to find ways for keeping and maintaining the relationships with their customers gained more importance. This study, tries to understand how online relationship quality affects repurchase intentions of online consumers from private shopping sites. Besides, the study covers the effect of online service quality on online relationship quality. A model was proposed to test the hypothesized relationships and the model was applied to 250 online consumers who bought a product from a private shopping site in the last 12 months. The results showed that the online relationship quality positively affects repurchase intention from private shopping sites. Moreover, online service quality has a positive and strong effect on online relationship quality.