Impact of Blog Service Innovation on Blog Reader’s E-Loyalty under Mediation of Online Relationship Quality

Abstract

The aim of this thesis to shed light on the impact of five dimensions of Blog service innovation (Yang, 2014), which are mediated through three dimensions of online relationship quality (Brun, Rajaobelina, & Ricard, 2014). This whole concept is supported by the commitment, trust theory of relationship marketing (Morgan & Hunt, 1994a) and expectancy disconfirmation theory (Collier & Bienstock, 2006). The need for such kind of study arises due to the ever-changing scenario of business and marketing. Every day, many businesses launch their websites intending to earn huge profits and attract new and existing customers, some of them successfully achieved this target, and some are not so lucky (Darta, Daulay, & Abdillah, 2020). That’s why many of the websites have to shutdown due to lower profits and increased operational costs (Nili, Barros, Johnstone, & Tate, 2020; Pertet & Narasimhan, 2005). Among these websites orkut.com, Asani.com.pk, Poocho.com and Pforplan.com are one of the few examples. For this research study, the data was collected using a probability simple random sampling technique with the help of a self-administered, structured questionnaire from a sample of 500 students, which could belong from intermediate to Ph.D. level in different educational institutes of Pakistan. Of these 500 questionnaires, 270 responses were received (54 percent response rate), among which 19 questionnaires were with incomplete information, so the analysis was done with 251 (Bentler & Chou, 1987) complete responses. SPSS and AMOS 24 are used to conduct the necessary analysis and analyze the model through SEM, which is administered through bootstrapping methodology. Before that, Pooled CFA was conducted to check the accurateness of the measurement model. The findings suggest that all innovations do not necessarily create loyalty among target viewers through relationship quality factors. There is only one type of innovation that is good enough to build all three types of relationship factors with its target viewers to create online loyalty, and this innovation is service privacy related innovation. While the webpage content related innovation is not recommended by the author to inculcate in website services of different organizations.