Kanokwan Thaipradit, Phattarawan Tantong
This study extends the relationship marketing framework to the domain of online retailing to identify what strategies help build relationships with online generation Y and generation Z customers for online retail businesses during the COVID-19 crisis. Specifically, the objectives of this study were 1) to develop a causal model of the influence of relationship marketing, and to validate a causal model of the relationship marketing. The research found the development of a model for examining the influence of relationship marketing on the loyalty of Generation Y and Generation Z customers for online retail businesses during the COVID-19 crisis that all components were consistent with the empirical data. Finally, the analysis of the influence of direct and indirect effects among variables revealed that shared value and relationship benefit directly influenced satisfaction and indirectly influenced trust, commitment, expectation of continuity, word of mouth, and customer loyalty with statistical significance. Satisfaction was found to have a direct influence on trust and indirect influence on commitment, expectation of continuity, word of mouth, and customer loyalty at a statistically significant level. Trust had a direct influence on commitment, whereas indirect influence on expectation of continuity, word of mouth, and customer loyalty at a statistically significant level. Commitment had a statistically significant direct influence on expectation of continuity, word of mouth, and customer loyalty.