The purpose of this study is to investigate the effect of online relationship quality on customer loyalty and then
the effect of customer loyalty on online repurchase intention. This research is descriptive of survey type. The
population under study was constituted of Allameh Tabataba’i University in Tehran. The stratified sampling
method was used and 201 questionnaires were completed. Confirmatory Factor Analysis (CFA) was used. The
structural method indicated a good fit to the data. Using structural equation modeling (SEM),we observed that
customer loyalty is significantly related to online repurchase intention and also online relationship quality is
significantly related to online repurchase intention. The proposed model explain 86% of the variance of the
online repurchase intention construct. We found that perceived vendor reputation is the strongest antecedent of
online relationship quality.
KEYWORDS: E-loyalty, online repurchase intention, online relationship quality
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The Effects of Customer Loyalty on Repurchase Intention in B2C E-commerce- A Customer Loyalty Perspective
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