A Study on Price Perception, Order Fulfillment, Online Relational Selling Behavior and Online Customer Relationship Quality

Xiang-Yu MENG, Xin-Feng ZHU, Xian-Yong MENG

Abstract


The purpose of this study was to propose and test a conceptual model that links online vendors’ attributes, relationship quality, and customer citizenship behavior. The empirical results showed that relational selling behavior was the most important attribute to enhancing both trust, commitment and satisfaction, followed by security and order fulfillment.

Keywords


Online Vendors’ Attributes, Online Relationship Quality, Customer Citizenship Behavior


DOI
10.12783/dtem/emem2017/17109

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