TY - JOUR
T1 - Strenghtening Outcomes of Retailer-Consumer Relationships: The Dual Impact of Relationship Marketing Tactics and Consumer Personality
AU - Odekerken-Schröder, G.J.
AU - de Wulf, K.
AU - Schumacher, P.
PY - 2003/1/1
Y1 - 2003/1/1
N2 - Literature suggests that strong relationship outcomes not only depend upon successful relationship marketing tactics, but also upon consumer personality. 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 (customer retention orientation). Second, it indicates that product category involvement as a personality trait underlies a consumer's intrinsic proneness to engage in retail relationships (consumer relationship proneness). Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness.
AB - Literature suggests that strong relationship outcomes not only depend upon successful relationship marketing tactics, but also upon consumer personality. 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 (customer retention orientation). Second, it indicates that product category involvement as a personality trait underlies a consumer's intrinsic proneness to engage in retail relationships (consumer relationship proneness). Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness.
U2 - 10.1016/S0148-2963(01)00219-3
DO - 10.1016/S0148-2963(01)00219-3
M3 - Article
SN - 0148-2963
VL - 56
SP - 177
EP - 190
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -