The Impact of Online Relationship Quality on Customer Engagement in the Relationship Life Cycle in Online Business

The purpose of this article is to investigate the quality of the relationship in online business on customer engagement in different stages of the relationship life cycle. For this purpose, users of online transportation services in the city of Urmia were selected as a statistical population and 600 customers participated in the research by completing a questionnaire. Convenience sampling method was use to select the statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS software. Findings showed that the quality of online relationship has a positive effect on all four dimensions of customer engagement value (lifetime value, impact value, customer knowledge value and customer referral value). Also, the effect of online relationship quality on customer lifetime value and the value of impact at different stages of the relationship life cycle are different.