Enhancing relationships in e-tail: Role of relationship quality and duration

This research deals with antecedents and outcomes of relationship quality in e-tail. SMART-PLS analysis of survey data from India (n = 644) showed that perceived value, e-service quality, interaction, discounts and transaction related factors were found to have a positive effect on relationship quality (RQ). RQ mediates the relationship between these antecedents and self-brand connect and loyalty. Support for serial mediation was found with RQ...