Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration

K. de Wulf*, G.J. Odekerken-Schröder, D. Iacobucci

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)33-50
Number of pages18
JournalJournal of Marketing
Volume65
Issue number4
DOIs
Publication statusPublished - 1 Jan 2001

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