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A Theoretical Framework of B2C Relationship Quality:How could B2C companies use it to enhance relationship quality?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Online shopping is becoming more popular in recent decades and there is certainly a variety ofvariables contributing to keeping customers interested in shopping online. Based on research inthe business-to-business setting we proposed four variables including security, communication,product and personalization that influence the relationship quality. The purpose of this study isto investigate whether these variables have impacts on business-to-consumer relationshipquality and explore their practical implications, and then suggest how companies enhance theircustomer relationship. The variables’ effects are empirically tested through regression analysiswith data obtained from questionnaire. The results show that four variables positively influencethe B2C relationship quality, but they have different effects in different companies.Additionally, we make practical recommendations by using Tmall and JD.com as case studies.

Place, publisher, year, edition, pages
2015. , 38 p.
Keyword [en]
Security, Communication, Product, Personalization, B2C Relationship Quality
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-264544OAI: oai:DiVA.org:uu-264544DiVA: diva2:860898
Supervisors
Available from: 2015-10-26 Created: 2015-10-14 Last updated: 2015-10-26Bibliographically approved

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Citation style
  • apa
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Language
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  • nn-NB
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