| Author: | Odekerken-Schroder, G. Wulf, K. De Schumacher, P. |
| Title: | Strengthening Outcomes of Retailer-Consumer Relationships: The Dual Impact of Relationship Marketing Tactics and Consumer Personality |
| Journal: | Journal of Business Research
2003 : MAR, VOL. 56:3, p. 177-190 |
| Index terms: | RELATIONSHIP MARKETING CUSTOMER RELATIONS CUSTOMERS CONSUMERS |
| Language: | eng |
| Abstract: | 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. Second, it indicates that product category involvement as a personality trait underlies a consumer's intrinsic proneness to engage in retail relationships. Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness. |
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