FACTORS AFFECTING THE GRATITUDE OF CONSUMER TOWARD POSITIVE WORD OF MOUTH, REPEAT PURCHASE INTENTION AND PRICE TOLERANCE IN RELATIONSHIP MARKETING STRATEGIES: IN THE CASE OF E-TAILING

Abstract

The key objective ot this-study is to test the factor? affecting the.consumer gratitude. The research was done on the consumers that lives in Karachi Pakistan. 'Phis particular research study was one on the basis of existing theories such as relationship marketing & consumer gratitude. The group of people having e-tailing experience is refer to the target population of this study. To achieve more reliable and accurate results, total 550 questionnaire were distributed among targeted population from which total 490 responses were collected on the basis of results were obtained. Structural equation modeling (SEM) was applied for testing hypothesis. After testing hypothesis results were obtained that all the proposed hypothesis are retained and positively influenced on each other. This particular research study shows that quality of website, ethnic identity & gratitude of customers aie the factors that play centra! role in the consumer response to socially adjusted strategies that relates with relationship marketing. In conclusion this particular research study highly perforin its role for academicians and practitioners by providing deep literature and enough understanding about online consumers and by high lightening potential opportunities hv socially adjusted retail strategies.