Relationship hindrance: why would consumers not want a relationship with a retailer?
Abstract
Relationship marketing tactics, such as loyalty programs, company credit cards, and e-mail promotions, are becoming increasingly popular. Benefits offered to a consumer for engaging in relational exchanges include price decreases, special offers, personalized attention, and customized products. With such benefits, the assumption is that consumers will want to develop a relationship with an organization and be rewarded for their loyalty. However,...
Paper Details
Title
Relationship hindrance: why would consumers not want a relationship with a retailer?
Published Date
Jan 1, 2004
Journal
Volume
80
Issue
4
Pages
289 - 303
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Notes
History