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    Strengthening outcomes of retailer-consumer relationships, The dual impact of relationship marketing tactics and consumer personality

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    Publication type
    Vlerick strategic journal article
    Author
    Odekerken-Schröder, Gaby
    De Wulf, Kristof
    Schumacher, P.
    Publication Year
    2003
    Journal
    Journal of Business Research
    Publication Volume
    56
    Publication Issue
    3
    Publication Begin page
    177
    Publication End page
    190
    
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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.
    Keyword
    Retail & Trade Marketing
    Knowledge Domain/Industry
    Marketing & Sales
    URI
    http://hdl.handle.net/20.500.12127/958
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