Commercial Surveys

Commercial Surveys

The Impact of Online Relationship Quality on Customer Engagement in the Relationship Life Cycle in Online Business

Document Type : Original Article

Authors
sadegh mousakhani 1
Samad Aali 2
Naser Sanoubar 3
Soleyman Iranzadeh 4
1 Ph.D. Student, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Associate Prof., Faculty of Economics and Management, University of Tabriz. Tabriz, Iran
4 Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
10.22034/bs.2022.247029
Abstract
The purpose of this article is to investigate the quality of the relationship in online business on customer engagement in different stages of the relationship life cycle. For this purpose, users of online transportation services in the city of Urmia were selected as a statistical population and 600 customers participated in the research by completing a questionnaire. Convenience sampling method was use to select the statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS software. Findings showed that the quality of online relationship has a positive effect on all four dimensions of customer engagement value (lifetime value, impact value, customer knowledge value and customer referral value). Also, the effect of online relationship quality on customer lifetime value and the value of impact at different stages of the relationship life cycle are different.
 
Keywords
Online Relationship Quality / Customer Engagement / Relationship Life Cycle / Online Businesses

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Commercial Surveys
Volume 20, Issue 112 - Serial Number 112
March and April 2022
Pages 103-124

  • Receive Date 11 January 2021
  • Revise Date 23 May 2021
  • Accept Date 29 May 2021