Relationship hindrance: why would consumers not want a relationship with a retailer?

Published on Jan 1, 2004in Journal of Retailing
· DOI :10.1016/J.JRETAI.2004.10.005
Stephanie M. Noble22
Estimated H-index: 22
(University of Mississippi),
Joanna Phillips5
Estimated H-index: 5
(University of Mississippi)
Sources
Abstract
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, consumers might patronize a retailer, be satisfied with the service and product delivery, and yet not want to develop a relationship with them. As such, the purpose of this study was to determine why seemingly satisfied customers do not want to engage in relationship marketing and loyalty enhancing programs with retailers.
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