Abstract

The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 20–35 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage.

摘要

当前的研究旨在确定品牌关系质量如何介导不同的在线关系纽带以及态度和行为忠诚之间的关系。使用来自印度班加罗尔的五个不同类别的配额抽样，从20-35岁的受访者中总共收集了316份有效问卷。使用结构方程模型对假设进行了测试。这项研究发现，便利性联系和结构性联系对品牌信任以及态度和行为忠诚没有影响。人们认为所有五个关系纽带，即便利性，结构性，财务，同理心和社会纽带都会影响其社区意识和态度依恋感。社区意识是品牌忠诚度的主要影响因素。这项研究表明，品牌质量关系的品牌维度介导了财务，同理心，以及在态度和行为忠诚上的社会纽带。它还说明了不同的关系纽带作为刺激的作用，以及关系质量维度作为一种有机体，可以提高在线杂货零售中的客户忠诚度。在线杂货店的经理可以将这些新的关系纽带与传统纽带一起考虑，以建立积极的情绪并获得竞争优势。