TY - JOUR
T1 - Investments in Consumer Relationships
T2 - A Cross-Country and Cross-Industry Exploration
AU - de Wulf, K.
AU - Odekerken-Schröder, G.J.
AU - Iacobucci, D.
PY - 2001/1/1
Y1 - 2001/1/1
N2 - This research, investigating retailer-consumer relationships, has three distinct intended contributions: (1) It shows that different relationship marketing tactics have a differential impact on consumer perceptions of a retailer's relationship investment& (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to behavioral loyalty& and (3) it reveals that the effect of perceived relationship investment on relationship quality is contingent on a consumer's product category involvement and proneness to engage in retail relationships. The authors empirically cross-validate the underlying conceptual model by studying six consumer samples in a three-country, transatlantic, comparative survey that investigates two industries.
AB - This research, investigating retailer-consumer relationships, has three distinct intended contributions: (1) It shows that different relationship marketing tactics have a differential impact on consumer perceptions of a retailer's relationship investment& (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to behavioral loyalty& and (3) it reveals that the effect of perceived relationship investment on relationship quality is contingent on a consumer's product category involvement and proneness to engage in retail relationships. The authors empirically cross-validate the underlying conceptual model by studying six consumer samples in a three-country, transatlantic, comparative survey that investigates two industries.
U2 - 10.1509/jmkg.65.4.33.18386
DO - 10.1509/jmkg.65.4.33.18386
M3 - Article
SN - 0022-2429
VL - 65
SP - 33
EP - 50
JO - Journal of Marketing
JF - Journal of Marketing
IS - 4
ER -