Strengthening outcomes of retailer-consumer relationships, The dual impact of relationship marketing tactics and consumer personality
Odekerken-Schröder, Gaby De Wulf, Kristof Schumacher, P.
Odekerken-Schröder, Gaby
De Wulf, Kristof
Schumacher, P.
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2003
Journal
Journal of Business Research
Book
Publication Volume
56
Publication Issue
3
Publication Begin page
177
Publication End page
190
Publication Number of pages
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Abstract
Literature suggests that strong relationship outcomes not only depend upon successful relationship marketing tactics, but also upon consumer personality. Based upon face-to-face interviews with 246 visitors of a German shopping mall, reporting on their relationships with beauty product retailers, this study contributes to relationship marketing literature in three ways. First, we demonstrate that different relationship marketing tactics have a differential impact on the overall perceived loyalty efforts retailers are making (customer retention orientation). Second, it indicates that product category involvement as a personality trait underlies a consumer's intrinsic proneness to engage in retail relationships (consumer relationship proneness). Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness.
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Keywords
Retail & Trade Marketing