Article2003

Investments in consumer relationships: a critical reassessment and model extension

Kristof De Wulf · Gaby Odekerken‐Schröder · Patrick Van Kenhove

87 citations0/0 files storedThe International Review of Retail Distribution and Consumer Research

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Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

This study is a critical reassessment and extension of De Wulf et al.'s (2001) framework investigating retail investments in consumer relationships. Their initial model relates four types of relationship marketing efforts to perceived relationship investment, in turn influencing relationship quality and ultimately behavioural loyalty. Based upon signalling theory, we extend this model by introducing product and service efforts as additional antecedents. Moreover, in contrast to the use of self-reported measures in the initial model, we apply customer database information in order to measure the construct of behavioural loyalty. Based upon 187 consumers reporting on their relationship with a Belgian apparel retailer, the SEM results provide guidelines for retailers how to increase the quality of their relationships with consumers by strengthening consumers' perceptions of relationship investment.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1954A Theory of Social Comparison Processes 2017Exchange and Power in Social Life 1992Measuring Service Quality: A Reexamination and Extension 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

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