How perceptions of relationship investment influence customer loyalty: the mediating role of perceived value and the moderating role of relationship proneness

The importance of relationship marketing (RM) as a strategic driver of strong long-term customer relationships is widely recognized. However, we still know little about when retail managers should invest in relationships to generate increased returns. Drawing on RM theory, this study aims to examine how perceived relationship investment (PRI) influences customer loyalty through the mediation of perceived value in a retail setting. It also...