Online Relational Bond, Trust and Customer Loyalty

With the online shopping market growing year by year, how to manage customer relationship has become an important issue for the online business industry. It is worth studying whether the relationship marketing theories of the past based on the physical channels are applicable to the Internet environment. This study establishes model to verify the impact of the relational bonds on trust and customer loyalty and the findings are: first, different relational bonds all have positive impact both on trust and customer loyalty; second, among all the preceding variables affecting trust and customer loyalty, the impact is in the following sequence: social bond, financial bond and structural bond; third, trust has the mediating effects between various relational bonds and customer loyalty.