The IUP Journal of Marketing Management
Examining the Association Between Perceived Relationship Investment, Perceived Relationship Quality, and Customer Loyalty with Structural Equation Modeling

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM91121
Author Name : Santosh Kumar Alreddy and Dwarakanath Siriguppi
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 18



This study proposed and verified the model of retailer-buyer relationship and presents the association among perceived association investment, perceived association quality, interactive loyalty and emotional/attitudinal loyalty. This framework was created based on De Wulf et al.'s ideal of retailer-buyer relationship exchange, and hypotheses were further established. The outcomes show that the perceived relationship investment has a direct impact on perceived relationship quality that has a direct effect on interactive loyalty intent; and in turn, interactive or behavioral loyalty intent contributes to emotional or attitudinal loyalty.


The growth of the retail business is unparalleled in today's economy. It includes a sector like apparel retailing. Different techniques were adopted by marketers to sustain the business and the sellers/stores believed in the importance of customer loyalty. During the visits to stores in the Kalyana-Karnataka area, the authors found that there is no similar study of this kind that surveyed apparel retailers. Hence, there is enough scope for measuring loyalty and to examine the association among different dimensions.

Literature Review
In order to prosper, evolve and estimate the association between stores and loyal buyers the role played by affiliation marketing is apparent (Sheth and Parvatiyar, 1992 and 1995; Clark and Payne, 1995; Lindgreen et al., 2006; and Kim et al., 2009). There are studies indicating that association marketing outcomes are prejudiced by the relational concepts of trust, promise and relationship gratification; and association quality affects buying conduct (Odekerken-Schroder et al., 2003) and increases loyalty (De Wulf and Odekerken-Schroder, 2001 and 2003; and Robert's et al., 2003). Prior studies identified