Purpose India’s retail sector is going through a significant transitional period with the internet as a new distribution channel becoming more common. Given the barriers to adoption, the purpose of this paper is to understand the role played by trusting beliefs when engaging with an online...

Purpose: Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this...