Show simple item record

dc.contributor.authorOdekerken-Schröder, Gaby
dc.contributor.authorDe Wulf, Kristof
dc.contributor.authorSchumacher, P.
dc.date.accessioned2017-12-02T14:16:25Z
dc.date.available2017-12-02T14:16:25Z
dc.date.issued2003
dc.identifier.urihttp://hdl.handle.net/20.500.12127/958
dc.description.abstractLiterature 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.
dc.language.isoen
dc.subjectRetail & Trade Marketing
dc.titleStrengthening outcomes of retailer-consumer relationships, The dual impact of relationship marketing tactics and consumer personality
dc.identifier.journalJournal of Business Research
dc.source.volume56
dc.source.issue3
dc.source.beginpage177
dc.source.endpage190
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleVlerick strategic journal article
vlerick.vlerickdepartmentMKT
dc.identifier.vperid35859
dc.identifier.vperid140972
dc.identifier.vperid141104
dc.identifier.vpubid1007


This item appears in the following Collection(s)

Show simple item record