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

Oleh:

Wuff, Kristof De ; Iacobucci, Dawn ; Odekerken-Schroder, Gaby

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 65 no. 4 (2001), page 33-50.
Topik: investment; investment; consumer relationships; cross - industry exploration

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

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.

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