Journal article
The Effect of Relationship Desire on Consumer-to-Business Relationships
European Journal of Marketing, Vol.47(3/4), pp.615-634
2013
Abstract
Purpose: Much of the success of a relationship marketing program rests on the consumers' choice to participate in a service relationship in the first instance. This study examines the degree to which this desire of the consumer to engage in a relationship impacts upon their perceived cognitive-state gains (motivation, confidence and affiliation) and key measures of consumer-to-business relationship success (relationship strength, satisfaction and retention intentions). Design/methodology/approach: Following a qualitative study, the main quantitative study used a self-administered survey of 334 service consumers to understand relationship perceptions. Structural equation modeling was then used to test the hypotheses. Findings: Analysis revealed that consumers desire to participate in a relationship influenced their level of motivation, degree of confidence and these, in turn, impacted upon the consumers sense of affiliation with the service provider. A consumers' sense of affiliation subsequently influenced the strength of their relationship and their level of satisfaction with the relationship. Additionally, the effect of relationship desire upon relationship strength and satisfaction was apparent. Consumers' desire indirectly impacted upon retention intentions, suggesting that service managers should be careful not to assume that consumers' deliberate choice to participate in a relationship will routinely result in loyalty. Originality/value: Practitioners and academics have sought to determine why some consumers, and not others, participate in relationships. This study adds to knowledge in this area by empirically demonstrating the extent to which the desire of a consumer to participate in a service relationship effects the gains accrued to the consumer and the relationship outcomes.
Details
- Title
- The Effect of Relationship Desire on Consumer-to-Business Relationships
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessT Ward (Author) - Central Queensland UniversityTracey S Dagger (Author) - Monash University
- Publication details
- European Journal of Marketing, Vol.47(3/4), pp.615-634
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2013
- DOI
- 10.1108/03090561311297490
- ISSN
- 0309-0566; 0309-0566
- Copyright note
- Copyright © 2013 Emerald Group Publishing Limited. The Author's accepted version is reproduced here in accordance with the copyright policy of the publisher. The definitive version is available from http://www.emeraldinsight.com/
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449649902621
- Output Type
- Journal article
- Research Statement
- false
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- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Business