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

Author(s): Kristof De Wulf \| Gaby Odekerken-Schroder \| Dawn Iacobucci
doi: 10.1509/jmkg.65.4.33.18386
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Journal of Marketing

Print ISSN: 0022-2429 | Electronic ISSN: 1547-7185

Volume: 65 | Issue: 4

Cover date: October 2001

Page(s): 33-50



Keywords

relationship marketing, consumer relationship proneness, product category involvement, behavioral loyalty, relationship investment



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.



Author(s) affiliations

1. Assistant Professor, Vlerick Leuven Gent Management School and Faculty of Economics and Business Administration, Ghent University

2. Assistant Professor, Faculty of Economics and Business Administration, Maastricht University

3. Professor, University of Arizona



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