The role of relationship quality and loyalty program in tourism shopping: a multilevel investigation
ABSTRACT This study draws on the relationship quality research domain and the social exchange theory to propose a multilevel model leading from shopping motive to patronage behaviors, such as word of mouth and share of wallet, through a relationship quality process leading from satisfaction and trust to emotional commitment and cooperation. A cross level moderation of store loyalty program benefit is also tested. Using a sample from mainland Chinese shoppers, results reveal that while relationship quality mediates tourist motives and patronage behaviors, store level membership programs serve as a boundary condition that moderates the relationship quality process.