The influence of relationship marketing investments on customer gratitude in retailing
Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative re...
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| Veröffentlicht in: | Journal of business research 2015-06, Vol.68 (6), p.1318-1323 |
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| container_end_page | 1323 |
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| container_title | Journal of business research |
| container_volume | 68 |
| creator | Huang, Min-Hsin |
| description | Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketing investments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) have a differential influence on customers' gratitude and consequently behavioral loyalty. More specifically, results of this study indicate that preferential treatment is the most effective relationship marketing tactic to enhance customer gratitude, followed by interpersonal communication and tangible rewards, respectively. Management implications for retailers to increase customers' gratitude are discussed. |
| doi_str_mv | 10.1016/j.jbusres.2014.12.001 |
| format | Article |
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Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketing investments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) have a differential influence on customers' gratitude and consequently behavioral loyalty. More specifically, results of this study indicate that preferential treatment is the most effective relationship marketing tactic to enhance customer gratitude, followed by interpersonal communication and tangible rewards, respectively. 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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 2015-06, Vol.68 (6), p.1318-1323 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_1695993599 |
| source | Elsevier ScienceDirect Journals |
| subjects | Communication Consumer attitudes Customer gratitude Customers Department stores Interpersonal communication Investment Loyalty programs Management Marketing Reciprocity Relationship marketing Retail trade Retailing Studies |
| title | The influence of relationship marketing investments on customer gratitude in retailing |
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