Abstract
This paper is the first to examine the mediating role of relationship quality in the online context. By investigating this major tenet of customer relationship management theory in this nascent service setting, this paper clarifies the interaction between service quality and relationship quality, as they impact on customer loyalty. The findings reveal some fundamental differences in the way that strong relationships and loyalty develop in the online setting vis-à-vis the offline setting
| Original language | English |
|---|---|
| Pages (from-to) | 33-41 |
| Number of pages | 9 |
| Journal | Journal of Computer Information Systems |
| Volume | 52 |
| Issue number | 2 |
| Publication status | Published - 11 Dec 2015 |