Assessing the Impact of a Retailer's Relationship Efforts on Consumers' Attitudes and Behavior

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This study focuses at the impact of different relationship efforts made by a retailer (direct mail, preferential treatment, and tangible rewards) on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty). A cross-sectional study in a retail clothing setting was conducted based on two consumer samples drawn from belgium and the netherlands. Sem results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers’ attitudes and behavior. Consequently, managers and employees of retail companies need to be trained, motivated, and rewarded for making relationship efforts to regular customers.
Original languageEnglish
Pages (from-to)95-108
JournalJournal of Retailing and Consumer Services
Issue number2
Publication statusPublished - 1 Jan 2003

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