The interrelationship of retailer's relationship efforts and consumers' attitude and behavior

The interrelationship of retailer's relationship efforts and consumers' attitude and behavior Purpose – The purpose of this paper is to develop and empirically test a model for examination of the impact of different relationship efforts (financial bonding, social bonding, and structural bonding) made by a retailer on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty). Design/methodology/approach – A cross department study in the financial services industry was conducted based on three consumer samples (Department of Loans, Deposits, and Credit Cards) drawn from XYZ Bank, one of the most famous banks providing merchant banking services in Taiwan. Findings – SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behavior. Besides, the findings suggest that financial services with dissimilar attributes need different kinds and levels of service and relationship efforts. Originality/value – Consequently, managers and employees of retail banks need to be trained, motivated, and rewarded for making relationship efforts to regular consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Measuring Business Excellence Emerald Publishing

The interrelationship of retailer's relationship efforts and consumers' attitude and behavior

Measuring Business Excellence, Volume 12 (1): 16 – Mar 21, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1368-3047
DOI
10.1108/13683040810864350
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to develop and empirically test a model for examination of the impact of different relationship efforts (financial bonding, social bonding, and structural bonding) made by a retailer on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty). Design/methodology/approach – A cross department study in the financial services industry was conducted based on three consumer samples (Department of Loans, Deposits, and Credit Cards) drawn from XYZ Bank, one of the most famous banks providing merchant banking services in Taiwan. Findings – SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behavior. Besides, the findings suggest that financial services with dissimilar attributes need different kinds and levels of service and relationship efforts. Originality/value – Consequently, managers and employees of retail banks need to be trained, motivated, and rewarded for making relationship efforts to regular consumers.

Journal

Measuring Business ExcellenceEmerald Publishing

Published: Mar 21, 2008

Keywords: Trust; Consumers; Retailers; Attitudes; Behaviour

References

  • The impact of suppliers' perceptions of reseller market orientation on key relationship constructs
    Baker, T.L.; Simpson, P.M.; Siguaw, J.A.
  • Developing buyer‐seller relationships
    Dwyer, F.R.; Schurr, P.H.; Oh, S.
  • Relational exchange: a review of selected models for a prediction matrix of relationship activities
    Fontenot, R.; Wilson, E.J.
  • Relationship marketing from a value system perspective
    Juttner, U.; Wehrli, H.P.
  • Analyzing the commitment‐loyalty link in service contexts
    Pritchard, M.P.; Havitz, M.E.; Howard, D.R.
  • Buyer‐seller relationships: similarity, relationship management, and quality
    Smith, J.B.
  • Personal selling and sales management: a relationship marketing perspective
    Weitz, B.A.; Bradford, K.D.
  • A conceptual model and study of cross‐cultural business relationships
    Williams, J.D.; Han, S.L.; Qualls, W.J.
  • Using neural network analysis to evaluate buyer‐seller relationships
    Wray, B.; Palmer, A.; Bejou, D.

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