The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran)

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Khademi Aliakbar; Farazandeh Hanieh

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2019 | Volume:14 | Issue:44 Page(s): 41-59

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Information Journal Paper

Title

The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran)

Author(s)

Khademi Aliakbar | Farazandeh Hanieh | Issue Writer Certificate

Keywords

Trust

commitment

Satisfaction

Creating Brand Value

Intention to Online Purchase

Customer Relationship Quality

Abstract

Relationship Quality and Creating Brand Value is the most important topics in Electronic Commerce. The purpose of this study is actually to check the effective level of the main sources of Customer Relationship Quality (consumer characteristics, firm’ s characteristics, firm’ s social infrastructure, interactions) to relationship quality (Trust, commitment, Satisfaction) via Creating Brand Value and Intention to Online Purchase between eshop customers in Tehran city. This study is practical in view of purpose and according to collection data method is descriptive-survey. The sample size according to Morgan table and Cochran formula for infinite population is obtained 384. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data, confirmatory factor analysis and SPSS 25 and AMOS 25 software’ s. The result of research is showing that the consumer characteristics, firms characteristics, firms social infrastructure have not significant effect on Customer Relationship Quality (Trust, commitment, Satisfaction) but Interactions have significant effect on Customer Relationship Quality(Trust, commitment, Satisfaction). Customer Relationship Quality(Trust, commitment, Satisfaction) have significant effect to Creating Brand Value and Creating Brand Value have significant on Intention to Online Purchase. Investigating the impact of Customer Relationship Quality (Trust, commitment, Satisfaction) via Creating Brand Value in Tehran's online shops, enhances Customer's product brand Loyalty, increases online shopping, saving time and money and Ultimately Electronic Commerce growth.

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APA: Copy

Khademi, Aliakbar, & Farazandeh, Hanieh. (2019). The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran). JOURNAL OF MARKETING MANAGEMENT, 14(44 ), 41-59. SID. https://sid.ir/paper/951310/en

Vancouver: Copy

Khademi Aliakbar, Farazandeh Hanieh. The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2019;14(44 ):41-59. Available from: https://sid.ir/paper/951310/en

IEEE: Copy

Aliakbar Khademi, and Hanieh Farazandeh, “The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran),” JOURNAL OF MARKETING MANAGEMENT, vol. 14, no. 44 , pp. 41–59, 2019, [Online]. Available: https://sid.ir/paper/951310/en

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