Analyzing relationship quality and its contribution to consumer relationship proneness

Towards an Integrative Framework of Relationship Quality in a Retail Setting: Evidence from an Emerging Economy

“…Consistent with the findings of previous research in B2C settings (Izogo, 2016;Lo et al, 2017;Olavarrýa-Jaraba et al, 2018;Prayag et al, 2019), the present study indicates that the enhancement of retailers' customer orientation, i.e., employees' courteousness and willingness to help customers, positively affects customer trust in a retailer and relationship satisfaction. In spite of a non-significant direct effect of trust in a retailer on attitudinal and behavioural loyalty, findings of this study indicate a contributional mechanism of trust in the enhancement of customers' willingness to spread positive word-of-mouth and continue purchasing from the same company.…”

Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm

“…This assessment is in line with the needs and expectations of both parties, and these needs and expectations are based on past successful or failed experiences or events of both parties. Smith and Bolton (1998) also indicated that RQ is a high-level contract built on the results of various positive relationships (Olavarría-Jaraba et al, 2018), reflecting the overall relationship intensity and the degree of satisfaction of the parties in terms of needs and expectations, in the manner of a reciprocal output (Wulf et al, 2001). However, to date, there have been no explicit discussions on the mediators of RQ in green marketing, and few previous studies have discussed RQ from the perspective of environmental protection, in that experiential value can impact loyalty through mediators such as trust, commitment, and satisfaction (Monferrer-Tirado et al, 2016).…”

“…Moliner et al (2007) claimed that customers' overall assessment of service providers is reflected in the perceived relationship quality (RQ), which is also a key mechanism for guiding customer behaviors (Arcand et al, 2017). The perceived RQ is defined as the degree of appropriateness in meeting the demands for customer relations (Hennig-Thurau and Klee, 1997;Olavarría-Jaraba et al, 2018). However, no previous studies have analyzed the possible RQ antecedents from the perspective of green marketing.…”

“…However, no previous studies have analyzed the possible RQ antecedents from the perspective of green marketing. Or, put another way, studies have failed to include the set of green experiential marketing and experiential value aspects needed by environmental leisure farms so that customer value and relations can be maintained (Olavarría-Jaraba et al, 2018). Based on the above arguments, this study aims to explore the mediating role of RQ in the relationship between green experiential marketing and consumers' intentions to visit leisure farms.…”

“…Consumer decision-making theory describes the antecedent variables as external stimuli to consumers, whereas the RQ is the psychological process of dealing with stimuli (Monferrer-Tirado et al, 2016); an attitude toward the stimuli is formed, and this is subsequently reflected as loyalty (Brakus et al, 2009;Srivastava and Kaul, 2016;Brun et al, 2017). However, in terms of RQ, there is still a question of whether loyalty behaviors are affected by attitude, which is derived from the antecedent variables (stimuli), or from the interaction effect of different attitudes originating from the psychological process (Maklan and Klaus, 2011;Olavarría-Jaraba et al, 2018). In fact, consumer motivation and decision-making for green product or service purchase differ from those for common product purchase.…”