Customer-sales associate retail relationships

Beatty, Sharon E.; Mayer, Morris L.; Coleman, James C.; Reynolds, Kristy E.; Lee, Jungki

doi:10.1016/s0022-4359(96)90028-7

Cited by 645 publications

(549 citation statements)

References 34 publications

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“…In fact, consumer trust in a company's activities is highly dependent on the extent to which s/he disapproves the firm's ethical practices relating to product, price, distribution, and promotion (Lagace et al, 1991;Robertson and Anderson, 1993). A positive association between the firm's marketing ethicality and consumer trust was confirmed by various studies (e.g., Beatty et al, 1996;Bejou et al, 1998;Kennedy et al, 2001;Román and Ruiz, 2005). Conversely, consumers with more negative ethical perceptions of a firm's marketing activities were found to put less trust in a particular firm (Creyer and Ross, 1997;Hosmer, 1995;Nebenzahl et al, 2001).…”

Section: Marketing Unethicality and Consumer Trustmentioning

confidence: 95%

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Leonidou

Leonidou²,

Kvasova³

2013

European Journal of Marketing

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Purpose -The article develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer's ethical ideology and his/her perceptions regarding the unethical marketing behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer.Design/methodology/approach -The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven-point Likert scale. Data were gathered through personal, face-to-face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed.Findings -The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer's level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e., gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior.Research limitations/implications -The findings of the study offer useful implications for business managers (e.g., adopting an ethical marketing spirit), public policymakers (e.g., establishing a broader set of ethical guidelines for marketers), and consumer pressure groups (e.g., making consumers act as 'watchdogs' of potential unethical marketing practices). The findings of the study should be seen within the context of limitations pertaining mainly to the fieldwork country, the cross-sectional design, and the sampling unit used.Originality/value -The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whol...

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Section: Marketing Unethicality and Consumer Trustmentioning

confidence: 95%

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Leonidou

Leonidou²,

Kvasova³

2013

European Journal of Marketing

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“…Consumers consequently may experience recognition benefits (Csikszentmihalyi, 2000); they may feel like the firm and frontline personnel treat them better than they would treat nonmembers of the program (Beatty, Mayer, Coleman, Reynolds, and Lee, 1996;Gwinner, Gremler, and Bitner, 1998). Loyalty programs further focus on not merely the product but also the experience of ownership and consumption (McAlexander, Schouten, and Koenig, 2002).…”

Section: Symbolic Benefitsmentioning

confidence: 99%

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Mimouni-Chaabane

Volle

2010

Journal of Business Research

239

184

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Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.

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“…Three items were included to measure customer loyalty (Beatty et al 1996). A sample item for customer loyalty was "I am loyal to _____ (e-tailer's name)."…”

Section: Customer Loyaltymentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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Customer-sales associate retail relationships

Cited by 645 publications

References 34 publications

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

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