Examining consumers' perceptions of relationship value with retailers: a multi-method approach

Muhammad Abid, Syed Muhammad Fazel e Hasan, Hormoz Ahmadi, Alireza Amrollahi, Gary Mortimer

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: This study employs a multi-method approach to investigate how perceived relationship marketing investment affects perceived relationship value and consumer gratitude, influencing consumer involvement, word-of-mouth intentions, and long-term relationships across three retail consumer types.

Design/methodology/approach: The study analyses a model involving 542 consumers, employing structural equation modeling and fuzzy-set qualitative comparative analysis to identify distinctive factor configurations across public, semi-public, and private retail organizations.

Findings: A retailer’s investment in relationship marketing significantly enhances relationship value and consumer gratitude, leading to increased engagement and word-of-mouth intentions. Perceived benevolence moderates the effect of relationship marketing on gratitude. However, gratitude alone does not ensure long-term relationships. Using fsQCA, we identify four distinct consumer configurations, providing nuanced insights.

Research limitations/implications: Retail organizations broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.

Practical implications: Retail organizations should broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.

Social implications: Managers should develop strategies that lead to consumer gratitude toward the firm, such as journey mapping can help visualize retail delivery. Grateful consumers may contribute to firms’ profitability by influencing current and potential consumers in their social networks and communicating their expertise through review/feedback for improvement. Therefore, various strategies are needed to stimulate positive comments from grateful consumers about the firm’s excellent performance.

Originality/value: This study builds on Lawler’s affect theory, highlighting how relationship value and consumer gratitude profoundly influence exchange process outcomes. It introduces new psychological mechanisms to explain the impact of perceived relationship marketing investment on performance outcomes. Integrating these elements provides a comprehensive understanding of retailer–consumer dynamics, revealing how emotional and psychological factors shape marketing strategies and business performance. This contribution enriches theoretical frameworks and offers practical insights for enhancing relationship marketing practices.
Original languageEnglish
Number of pages18
JournalInternational Journal of Retail and Distribution Management
DOIs
Publication statusE-pub ahead of print - 20 Sept 2024

Keywords

  • Marketing investments
  • Consumer gratitude
  • Perceived relationship value
  • WOM
  • Long-term relationships

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