Relationship Proneness Research Articles

The Impact of Perceived Relationship Investment and Organizational Identification on Behavioral Outcomes in Nonprofit Organizations: The Moderating Role of Relationship Proneness

The Impact of Perceived Relationship Investment and Organizational Identification on Behavioral Outcomes in Nonprofit Organizations: The Moderating Role of Relationship Proneness

The Influential Roles of Marketing Stimuli on Customer Retention

The purpose of this study is to explore the necessity of creating retention strategies, emphasize the significance of customer retention, and propose a customer value/retention model. The main objective is to combine three mediators - customer satisfaction (CS), customer loyalty (CL), and word of mouth (WOM) - and evaluate their effect on customer retention using YL Company, a Taiwanese chemical manufacturing company, as a case study. The proposed model's goodness-of-fit was assessed using confirmatory factor analysis (CFA) and SEM-AMOS. Hierarchical regression and the PROCESS macro were employed to examine mediation and moderation effects. The outcomes indicate that product quality, service quality, and price attribution act as marketing stimuli factors that significantly influence the three mediators. Relationship proneness serves as a negative moderator that impedes customer WOM and loyalty's influence on customer retention.

Does integrated store service quality determine omnichannel customer lifetime value? Role of commitment, relationship proneness, and relationship program receptiveness

PurposeBuilding on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).Design/methodology/approachThe study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.FindingsThe results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.Research limitations/implicationsThe study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.Originality/valueThis study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

Mystical Veiled Configuration of Agile Operant Resources for Profitability in Family Businesses of Pakistan

Resources act as an arm which often facilitates firm’s sustainable performance in volatile business markets. Few studies have emphasized the agile operant resources that propel family-owned firm’s profitability. The aim of this article is to show the concealed role of agile operant resources of firm owners that expedite family-owned businesses in profitability to ensure a firm’s sustainability. This research uses relativistic perspective based on interpretive worldview. For data collection, purposive sampling is used. While directing interviews, open-ended questions (interview guide) along with observations are used. Abductive research accompanied by Gioia methodology has been utilized for broader themes of discussion. The findings indicated relationship proneness, reputational resources, religious resources, agile soft skills, performance efficiency and excellency as hidden agile intangible resources which facilitate family firms of catering profitability. The paper presents a conceptual framework that highlights how family-owned firms can ensure profitability. The proposed research framework contributes to the present literature of family-owned firms by inspecting the mystical role of agile resources. It opens new avenues for practitioners to work on these resources that support to enhance profitability.

Analysing user well-being in ridehailing services

Purpose Although the sharing economy improves comfort and convenience, it is yet unclear how it affects subjective well-being. This study aims to offer a conceptual model for understanding the linkages between the antecedents and consequences of subjective well-being in ridehailing services. Design/methodology/approach Using a non-probabilistic sampling method and a pre-tested survey instrument, 450 responses were collected from January to March 2020. The data were analysed using structural equation modelling. Findings Experience quality and perceived convenience are correlated with subjective well-being. Perceived value and personal innovativeness were not correlated with subjective well-being, as the former does not contribute to the latter’s development. Continuous usage intention significantly correlated with subjective well-being, followed by customer relationship proneness and advocacy. Regarding gender and age differences, men place higher value on customer relationship proneness than women, while women place higher value on subjective well-being than men. Older users value perceived convenience and customer relationship proneness in ridehailing services more than younger users. Practical implications Understanding key factors contributing to user well-being in ridehailing would promote a more affordable mobility sector globally. This understanding would enable ridehailing businesses to create more effective business and marketing plans while prioritising user well-being, thus enhancing user happiness and reducing turnover rates. Originality/value This research demonstrates how crucial it is for users’ well-being to have a positive experience and find the service convenient. It also highlights the importance of building strong customer relationships and examines how gender and age influence people’s adoption and use of these services.

Configuration of Agile Operant Resources in Family Firms Through Stakeholders Partnership

Family firms are often recognized as wealthy in resources, especially in operant resources. These resources are hidden and play a phenomenal role in sustainable development. Fewer studies are available to spotlight the role of operant resources. This study aims to surface the magnificent hidden role of agile operant resources that facilitate the diverse needs of stakeholders in family firms. Data for this study were collected using in-depth interviews with complementary observations. Almost 29 interviews were considered with the owners of family firms from Pakistan. Interviews were translated and transcribed. Gioia Methodology is used to develop broader themes for discussion in terms of first-order concepts, themes and aggregate dimension that explained the mystical hidden role of agile operant resources in family firms. Research findings portrayed that Collaborative Capability, Reputational Resources, Religious Resources and Relationship Proneness are the agile operant resources which strengthen stakeholder’s partnership in family businesses. The authors proposed a conceptual model for highlighting the pertinent role of agile operant resources that facilitate stakeholder partnership in family-owned businesses (FOBs). Recent study provides the conceptual framework to academia for future research in the literature of family firms. FOBs may adopt all these agile operant resources to cater firm diverse stakeholder partnerships in today’s business world. It will open new avenues of growth and innovation for FOBs. This research can apply to all FOBs.

Does pickup service quality explain BOPIS users' store relationship performance? The moderating role of users' service experience consciousness

PurposeBuilding on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.Design/methodology/approachThe research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.FindingsThe results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.Research limitations/implicationsThe study is conducted in the Indian population, where omnichannel retailing is still nascent.Originality/valueThis study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.

Why switch? The role of customer variety-seeking and engagement in driving service switching intention

Purpose This study aims to examine the role of service customers’ variety-seeking and engagement in driving their service switching intention. The authors also explore the moderating role of customer relationship proneness in this association. Design/methodology/approach To test the hypotheses, the authors deployed a sample of 227 service customers, whose data was analyzed by using partial least squares structural equation modeling. Findings The findings show that customer engagement mediates the relationship of customer variety-seeking and their service switching intention, as hypothesized. Moreover, customer relationship proneness weakens the negative effect of engagement on customers’ service switching intention. Originality/value Though scholarly acumen of customer engagement is rapidly developing, little remains known regarding its theoretical interface with customer variety-seeking and switching intention. Addressing this gap, the authors test a model exploring the mediating role of customer engagement in the association of customer variety-seeking and switching intention, and the potentially moderating role of customer relationship proneness in the association of customer engagement and service switching intention.

The determinants of retail customers' purchase intent

AbstractDespite the growing attention on enhancing purchase intent, there is no coherent framework for determining retail customers’ purchase intent. This study aims to contribute to marketing theory and practice by proposing and testing a comprehensive theoretical model that incorporates direct, mediating, and moderating relationships among preeminent constructs to produce decisive insight into purchase intent. Partial least squares‐based structural equation modelling (PLS‐SEM) was deployed to test research hypotheses and analyse the data collected from 515 customers. The findings reveal that customer relationship proneness has a positive impact on customer satisfaction, customer trust, and purchase intent. In addition, customer satisfaction is found to have a positive effect on customer trust. Customer trust, in turn, positively affects customer purchase intent. Customer trust fully mediates the association of customer satisfaction and purchase intent and partially mediates the association of relationship proneness and purchase intent. Of our seven selected moderators, only marital status and income moderate the association of customer relationship proneness and customer satisfaction. A customer's tendency to engage in relationships with retailers or brands depends on various factors that are related to customer characteristics. To develop customer loyalty and cultivate long‐term relationships, retailers are recommended to segment their customers based on their respective relationship proneness and relevant demographic characteristics, in particular, marital status and income, and target each segment with customized relationship marketing activities.

Business model design, customer relationship proneness, and customer experience quality

ABSTRACT This paper explores how efficiency-centered and novelty-centered business model (BM) designs affect customer experience quality (CEQ) through the mediating role of customer relationship proneness (CRP). It tested hypotheses through hierarchical regression analysis with data from 519 customers in business-to-customer contexts. The results show that both efficiency-centered and novelty-centered BM designs positively affect CEQ; however, the interaction between them negatively affects CEQ. The results also show that the influence of them on CEQ is partially mediated through CRP.

Effect of channel integration quality on consumer responses within omni-channel retailing

PurposeThe aim of this research is to explore the influence of channel integration quality on consumer perception and response from the individual customer perspective.Design/methodology/approachThis study collected 517 online questionnaires from residents in Taipei (Taiwan) and Shenzhen (China) in 2020 based on quota sampling. The empirical study employed structural equation modeling.FindingsBased on the empirical results, the primary path indicated that channel-service configuration positively affected experience quality, which mainly positively affected customer engagement. The secondary path showed that channel-service configuration positively affected experience quality, which positively affected customer empowerment. Furthermore, experience quality and relationship proneness are mediating variables concerning the impact of channel integration quality on customer responses.Research limitations/implicationsThis study had time and budget limitations; thus, 517 questionnaires were collected from Taipei and Shenzhen. If the budget allows, it would be better to collect 1,000 questionnaires in total (500 from Taipei and 500 from Shenzhen).Practical implicationsRetailers should realize the core of omni-channel retailing, which is no longer concentrated on the “quantity” of channels but on consumers. When omni-channel retailers integrate online and offline channels, the retailers should try to understand what consumers want and then provide similar and diverse products and services in different channels so that consumers have more choices.Originality/valueThe novelty of this research is the investigation of the mediation effect of channel integration quality and consumer responses on retailers and consumers, and enriching current research on omni-channel retailing from the bottom-up perspective, as well as a comprehensive study on the two types of channel integration quality and two types of consumer responses.

Customer Relationship Proneness: Is It Important for Customer Loyalty?

Abstract. As customer satisfaction and loyalty are crucial elements in increasing company profits, companies must strive to establish good relationships with customers, including in mobile services. Opinions in previous research differ regarding the effect of customer extroversion on satisfaction toward impacting customer loyalty. The present study provides related input and potential solutions. It employs relationship marketing theory with the mediating variable of customer relationship proneness (CRP) added in, testing previous research and ultimately not finding a significant relationship between customer personality (extroversion) and customer satisfaction. Data was obtained via the survey method and structural equation modeling (SEM). The questionnaire serving as the main instrument of data collection is measured by a Likert scale, having been administered to 140 customers of mobile service providers. The findings have practical implications for identifying the effects of personality on customer satisfaction and obtaining customer loyalty in mobile services. This information can better enable mobile service providers to target and retain customers. Keywords: Conscientiousness, extroversion, customer relationship proneness, customer satisfaction, customer loyalty

Online fraudulent returns in Taiwan: The impacts of e-retailers’ transaction ethics and consumer personality

While online return policies are a guarantee of consumer rights that strengthens competitiveness, how to avoid unethical returns by consumers is a vital issue. This study examines the influences of e-retailers’ ethical efforts and consumer personalities on fraudulent returns through relationship building and maintenance. We found that commitment effectively reduces unethical returns. E-retailer's transaction ethics and consumer shopping orientation and relationship proneness can improve consumer trust in and commitment to the retailer, and prevent fraudulent returns. Scholarly and management implications are presented based on our findings.

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

ABSTRACT 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 explores the moderating role of consumer relationship proneness (RP) in the PRI–perceived value relationship. This study empirically assessed the theoretical model using a partial least squares structural equation modeling (PLS-SEM) approach. The results reveal that PRI directly influences perceived value and customer loyalty. Perceived value mediates the effect of PRI on customer loyalty. RP moderates the PRI effects. Based on these results, retail managers can develop strong long-term relationships by directing their efforts toward relationship-prone consumers in order to enhance perceptions of relationship investment, which leads to enhanced perceptions of value, thus improving customer loyalty.

EFFECT OF RELATIONSHIP QUALITY ON LOYALTY: THE MODERATING ROLE OF PERSONALITY TRAITS AMONG YOUNG FASHION RETAIL CUSTOMER IN INDONESIA

This research aims to analyze the effect of relationship quality on a fashion retail store customer's loyalty in Indonesia. We further investigate the moderating role of personality traits (innovativeness, variety seeking, and relationship proneness) on the relationship between relationship quality and loyalty. An online survey utilizing a questionnaire was conducted, purposively sampled to potential respondents resulting in 1.341 valid responses. All valid data were analyzed with structural equation modelling, including the moderating effect. The findings showed that relationship quality positively affects loyalty while only the innovativeness trait moderates the relationship between relationship quality and loyalty. This research suggests that fashion retail stores should increase the relationship quality with their customer by developing customer service with an excellent standard service procedure, conducting email and social media marketing, and creating a loyalty program that emphasizes the functional benefit. Further, innovation in terms of product is also vital to maintain the fashion retail store's loyalty.

Exploring the impact of personality traits on perceived relationship investment, relationship quality, and loyalty in the retail industry

ABSTRACT Marketing scholars recognize the importance of personality traits in predicting consumer behavior; however, to date, no attempt has been made to understand the impacts of personality on consumers’ perceptions of relationship investment and the process of building loyalty in the context of retailing. The present research extends theories of consumer personality traits to explore the effects of personality traits on perceived relationship investment, relationship quality, and customer loyalty. We obtained data using a questionnaire distributed to 220 consumers of retail apparel stores. We used partial least squares structural equation modeling (PLS-SEM) to estimate the research model. The results show that product category involvement and relationship proneness impact perceived relationship investment, which, in turn, affects satisfaction. Satisfaction contributes to consumer trust and commitment, which, in turn, affect behavioral loyalty. This research has both theoretical and practical implications since it sheds light on the factors that contribute to loyalty. These findings are expected to help retail marketers develop strategies to increase product involvement and relationship proneness to improve consumers’ perceptions of relationship investment and the quality of the relationship, leading to the development of loyalty. This study provides new insight into the retail literature by introducing a novel role of personality traits in the formation of customer loyalty.

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

PurposeProduct category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores.Design/methodology/approachData were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model.FindingsThe results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM.Research limitations/implicationsProduct category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables.Practical implicationsRetail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments.Originality/valueTo the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

Managing customer relationships in emerging markets

Purpose The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in emerging markets (EMs). Design/methodology/approach A field-survey was conducted with retail-banking customers in India (n=300) using a structured self-administered questionnaire with well-established scales. Findings Relationship comfort positively affects key relationship marketing (RM) constructs (e.g. customer satisfaction, trust, commitment and loyalty) and relationship proneness positively moderates (strengthens) the impact of relationship comfort on customer commitment and loyalty. Research limitations/implications The findings may not be generalizable to all customer types using bank services as well as other types of services and in other EMs. Practical implications Service firms in EMs can build and maintain robust customer relationships by using relationship comfort and relationship proneness to strengthen key RM constructs, such as customer satisfaction, trust, commitment and loyalty. Originality/value The paper highlights the importance of maintaining RM as a tool to build valuable customer relationships but also reveals the importance of relationship comfort and relationship proneness in building trust-based customer relationships in the EMs.

Who will stay with the brand after posting non-5/5 rating of purchase? An empirical study of online consumer repurchase behavior

Customer retention has been fully examined in marketing research. It has been noticed that satisfied customers do not always retain and customer churn happens repeatedly in an e-Business context. In this paper, we focus on online consumer repurchase behavior on online business to consumer platforms after posting a non-5/5 rating of the purchased product. The non-5/5 rating can be taken as buyer’s self-claimed non-fully satisfaction on shopping experience. We investigate whether online consumers’ self-claimed non-fully satisfied shopping experience of a brand would attenuate their repurchase intention of the same brand, and further, what factors would impact their repurchase frequency and the time interval to the next purchase of this brand. We applied multinomial logit regression and ordinary least square regressions to Amazon review data to test the research hypotheses. We collected more than 241 thousand review records involving over 182 thousand buyers of Amazon beauty products. 44% of these buyers rated below 5, and 19% out of whom had repurchase records. The empirical results showed that consumers’ past shopping experience and the non-5/5 rating level significantly impact the possibility of repurchase intention; consumers’ emotional stability is associated with their repurchase frequency positively; their relationship proneness to a certain brand shortens the time interval to the next purchase of the brand. Managerial implications and future research directions are discussed last.

Consumer relationship proneness revisited: A multidimensional formative measure

Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings. To address them, this article first develops an integrative conceptualization of CRP based on the motivations that animate the consumer and lead him or her to engage in commercial relationships. Then, it reports the development and validation process of a comprehensive, multidimensional measurement scale for CRP. This multiphase process has resulted in a 19-item scale that measures CRP across four formative motivational facets that were validated in two different sectors: retail banking services and apparel stores. This scale exhibits satisfactory psychometric qualities in both sectors. The article concludes with implications for marketing theory and practice.