Measuring relationship quality in luxury product: exploratory factor analysis Online publication date: Fri, 08-Oct-2021
by Shubhi Agarwal; Anand Mohan Agrawal
International Journal of Product Development (IJPD), Vol. 25, No. 3, 2021
Abstract: This paper is focused on understanding the perception of the customers towards the quality of their bond with their respective sellers in the Indian jewellery sector and identifying the key factors playing a major role in measuring their relationship quality. For data collection, 407 regular customers of different jewellery showrooms were asked to mark their responses in questionnaire about relationship quality efforts from the retailer's side on a Likert scale. Exploratory factor analysis was used to extract the variables from the data. This research finds out five factors for measuring relationship. 'Commitment', 'Trust', 'Product category involvement', 'Satisfaction' and 'Communication' are the factors that explain the quality of relationships in a luxury product. The focus of the customers is now on systematic, transparent, trustworthy and empathetic dealing. To the best knowledge of the authors, no study has focused on the Indian jewellery sector in the relationship quality context.
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