Understanding online repeat purchase intentions : a relationship marketing perspective

This study investigates online customers’ repeat purchase intentions from a relationship marketing perspective. Data was collected from 201 online customers from Gauteng, South Africa, using a structured questionnaire. The findings show that online repeat purchase intentions are strongly driven by customers’ satisfaction with an online retailer. Customer satisfaction with an online retailer was found to be positively influenced by a number of relationship building related factors, including personalization, ease of communication as well as assurance of customer privacy. Relationship cultivation efforts were, however, found not to have a significant influence on online customer satisfaction. The online environment makes it difficult for retailers to differentiate themselves on the basis of traditional elements of the marketing mix. Online retailers can, however, improve their chances of retaining customers by focusing on relational issues. The findings in this study highlight some important relationship-related factors that online retailers can work on in order to retain customers.