Relationship marketing in online retailing - a meta-analytic approach

Abstract

This study is a meta-analysis of relationship marketing (RM) in online retailing. The study builds on the meta-analytic model suggested by Palmatier, Dant, Grewal, and Evans (2006) and extends the framework in the domain of online retailing. Specifically, this study identifies key antecedents and consequences of relationship marketing in online retailing. The study also examines the role of four mediators namely trust, commitment, relationship quality, and relationship satisfaction between the antecedents and outcomes of relationship marketing. The model proffered in this study will help managers in identifying the key drivers in relationship marketing. Similarity and seller expertise were found to have the strongest impact on relational mediators and word of mouth was the most critical outcome of relationship marketing efforts.