Antecedents and consequences of relationship quality among Malaysians online entrepreneurs

Relationship marketing has been viewed as being imperative to the success of business firms in line with the growing understanding that acquiring new customers is far more expensive than maintaining existing ones. In response to this, relationship quality plays a vital role in shaping the business r...

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Main Author:	Munirah, Khamarudin
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HB615-715 Entrepreneurship Risk and uncertainty Property
Online Access:	https://etd.uum.edu.my/8016/1/s92941_01.pdf https://etd.uum.edu.my/8016/2/s92941_02.pdf
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id	my-uum-etd.8016
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Perumal, Selvan
topic	HB615-715 Entrepreneurship Risk and uncertainty Property
spellingShingle	HB615-715 Entrepreneurship Risk and uncertainty Property Munirah, Khamarudin Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
description	Relationship marketing has been viewed as being imperative to the success of business firms in line with the growing understanding that acquiring new customers is far more expensive than maintaining existing ones. In response to this, relationship quality plays a vital role in shaping the business relationship. Hence, this study aimed to examine the influence of antecedent factors such as service quality, service recovery, price fairness, relationship benefits and relational dependence on online entrepreneurs’ relationship quality. Furthermore, this study examined two consequences of relationship quality, namely customer retention and word-of-mouth. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory was employed to explain the relationship between the variables being studied. In order to empirically test the research framework of this study, data were collected by employing a survey instrument. In conducting this research, online entrepreneurs were selected using the simple random sampling technique. A total of 351 questionnaires were distributed to online entrepreneurs, out of which 117 were returned, representing a 32% response rate. The data collected were analyzed using the Statistical Package for Social Science (SPSS) and PLS-SEM to test the hypotheses. The results from the structural model supported the hypothesized paths; service quality, price fairness, and relationship benefits influenced relationship quality. Furthermore, the hypothesized path maintained that customer retention and word- of- mouth were the consequences of relationship quality. However, the hypothesized path for service recovery influencing relationship quality and relational dependence influencing relationship quality were not supported. Based on these findings, the implications, limitations of the study and future directions are discussed.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Munirah, Khamarudin
author_facet	Munirah, Khamarudin
author_sort	Munirah, Khamarudin
title	Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
title_short	Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
title_full	Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
title_fullStr	Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
title_full_unstemmed	Antecedents and consequences of relationship quality among Malaysians online entrepreneurs
title_sort	antecedents and consequences of relationship quality among malaysians online entrepreneurs
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2018
url	https://etd.uum.edu.my/8016/1/s92941_01.pdf https://etd.uum.edu.my/8016/2/s92941_02.pdf
_version_	1747828306780094464
spelling	my-uum-etd.80162021-08-11T02:26:21Z Antecedents and consequences of relationship quality among Malaysians online entrepreneurs 2018 Munirah, Khamarudin Perumal, Selvan School of Business Management School of Business Management HB615-715 Entrepreneurship. Risk and uncertainty. Property Relationship marketing has been viewed as being imperative to the success of business firms in line with the growing understanding that acquiring new customers is far more expensive than maintaining existing ones. In response to this, relationship quality plays a vital role in shaping the business relationship. Hence, this study aimed to examine the influence of antecedent factors such as service quality, service recovery, price fairness, relationship benefits and relational dependence on online entrepreneurs’ relationship quality. Furthermore, this study examined two consequences of relationship quality, namely customer retention and word-of-mouth. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory was employed to explain the relationship between the variables being studied. In order to empirically test the research framework of this study, data were collected by employing a survey instrument. In conducting this research, online entrepreneurs were selected using the simple random sampling technique. A total of 351 questionnaires were distributed to online entrepreneurs, out of which 117 were returned, representing a 32% response rate. The data collected were analyzed using the Statistical Package for Social Science (SPSS) and PLS-SEM to test the hypotheses. The results from the structural model supported the hypothesized paths; service quality, price fairness, and relationship benefits influenced relationship quality. Furthermore, the hypothesized path maintained that customer retention and word- of- mouth were the consequences of relationship quality. However, the hypothesized path for service recovery influencing relationship quality and relational dependence influencing relationship quality were not supported. Based on these findings, the implications, limitations of the study and future directions are discussed. 2018 Thesis https://etd.uum.edu.my/8016/ https://etd.uum.edu.my/8016/1/s92941_01.pdf text eng public https://etd.uum.edu.my/8016/2/s92941_02.pdf text eng public https://sierra.uum.edu.my/record=b1696876~S1 Ph.D. doctoral Universiti Utara Malaysia Abrams, M., & Paese, M. (1993). Wining and dining the whiners: treating complaints as opportunities is one customer strategy that really works. Sales and Marketing Management, 145, 72–75. Akamavi, R. K., Mohamed, E., Pellmann, K., & Xu, Y. (2015). Key determinants of passenger loyalty in the low-cost airline business. 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