I just like this e-Retailer: Understanding online consumers repurchase intention from relationship quality perspective

In an increasingly competitive market, retaining customers is essential for both e-retailers and online shopping platforms. This study focuses on relationship quality as it pertains to repurchase intentions in Ghana. The mediating role of price level is addressed. The results show that customer trust, customer commitment, and customer satisfaction affect price level. Customer trust and satisfaction affect repurchase intention, but customer commitment does not affect repurchase intention. Also, price level mediates the relationship between relationship quality and repurchase intention. Implications of these findings are discussed.

Automated summary

This study in Ghana found that relationship quality directly affects price level and indirectly affects repurchase intention through price level. Specifically, customer trust and satisfaction have a positive impact on repurchase intention, while customer commitment does not affect repurchase intention.