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.
Odekerken-Schröder, G. J., de Wulf, K., & Schumacher, P. (2003). Strenghtening Outcomes of Retailer-Consumer Relationships: The Dual Impact of Relationship Marketing Tactics and Consumer Personality. Journal of Business Research, 56(3), 177-190. https://doi.org/10.1016/S0148-2963(01)00219-3