haku: @author Zabkar, V. / yhteensä: 6
viite: 3 / 6
| Tekijä: | Vesel, P. Zabkar, v. |
| Otsikko: | Relationship quality evaluation in retailers' relationship with consumers |
| Lehti: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1335-1365 |
| Asiasana: | loyalty relationship marketing customer relations retailing |
| Kieli: | eng |
| Tiivistelmä: | The article examines the quality of the relationship between the retailer and the customer, influenced by loyalty program quality and personal interaction quality, resulting in customer loyalty. Telephone interviews in two waves are conducted, including 116 and 410 members of a retail loyalty club. The data is analyzed using structured equation modeling. The results indicate that loyalty program quality has an important role in building relationship quality. The study also reveals important information of the antecedents and consequences of relationship quality regarding customer segments with different levels of product involvement. |
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