Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/17323
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dc.contributor.authorVarsha, Verma
dc.contributor.authorSharma, Dheeraj
dc.contributor.authorJagdish, Sheth
dc.date.accessioned2016-01-10T05:43:17Z
dc.date.available2016-01-10T05:43:17Z
dc.date.copyright2016
dc.date.issued2016
dc.identifier.citationVerma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 1-12.en_US
dc.identifier.issn0092-0703
dc.identifier.urihttp://hdl.handle.net/11718/17323
dc.description.abstractBuilding on the meta-analytic model suggested by Palmatier et al. Journal of Marketing, 70, 136–153, (2006), this study extends the relationship marketing framework to the domain of online retailing to identify what strategies help build relationships with online customers. Specifically, this meta-analytic study identifies key antecedents and consequences of relationship marketing in online retailing. The study also examines the relationship between the four mediators—trust, commitment, relationship quality, and relationship satisfaction— and the antecedents and consequences of 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. The model proffered in this study will motivate hypotheses to be examined by future researchers. The model also helps managers to identify the key drivers of relationship marketing in online retailing.en_US
dc.language.isoenen_US
dc.publisherSpringer International Publishingen_US
dc.subjectRelationship marketingen_US
dc.subjectCustomer relationship managementen_US
dc.subjectLoyalty online retailingen_US
dc.titleDoes relationship marketing matter in online retailing? a meta-analytic approachen_US
dc.typeArticleen_US
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