Defining business-to-consumer relationships: The consumer's perspective

Sorce, Patricia; Edwards, Kimberly J.

doi:10.1057/palgrave.dbm.3240225

Cited by 10 publications

(8 citation statements)

References 10 publications

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“…However, Sheth and Parvatiyar (1995) argue that consumers may be motivated to reduce their choices and engage in relationships with the marketer as they perceive the risks to be lower, have a sense of psychological comfort and to safe time in information gathering and processing. Furthermore, social exchange rather than transactional exchange constructs were found to be emphasized more by consumers in B2C relationships (Sorce and Edwards, 2004). Agents of MLM companies are entrepreneurs cum sales representatives.…”

Section: Multilevel Marketingmentioning

confidence: 99%

The influence of MLM companies and agent attributes on the willingness to undertake multilevel marketing as a career option among youth

Nga

Mun

2011

Jnl of Res in Interact Mrkting

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PurposeThe direct selling industry is experiencing phenomenal growth in Malaysia. The Domestic Trade, Cooperatives and Consumerism Ministry projects that there will be a 20 percent increase in volume of direct sales growth to RM5.5 billion in 2010, RM6.2 billion in 2011 and RM7 billion in 2012. The Direct Selling Act 1993 has been reinforced to accord protection to potential consumers. With the real wages in Malaysia decreasing and increasing unemployment especially among fresh graduates there may be a greater incentive to explore multilevel marketing (MLM) to supplement their income and maintain their desired modern lifestyle. However, the perception of MLM has in the past been tainted by unscrupulous pyramid and Ponzi schemes which aims at quick profits and are not sustainable. This paper aims to investigate the influence of perception of MLM companies and agent attributes on the willingness to undertake MLM as a career among youth.Design/methodology/approachThe sample of this study comprised 218 students pursuing business and management degrees at a private higher education institution in Klang Valley, Malaysia. Methodologically, this study developed statistically valid and reliable scales for all the constructs of this study namely perception of attributes of MLM companies (general, schemes and service) an agents (general and trust) as well as willingness to undertake MLM as a career option.FindingsThe findings indicate that all MLM company and agent attributes have a significant influence on the willingness to undertake MLM as a career option except MLM schemes. General agent attributes displayed a significant negative influence.Practical implicationsMLM companies need to make their schemes more understandable and transparent to solidify the legitimacy and sustainability as the employer of choice.Originality/valueThe paper shows that MLM remains a viable career option for youth and they need to be equipped with adequate training in personal selling, entrepreneurship and soft skills. MLM companies can tap and nurture this pool of young talent to meet their human resource needs for future growth of this industry in Malaysia.

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Section: Multilevel Marketingmentioning

confidence: 99%

The influence of MLM companies and agent attributes on the willingness to undertake multilevel marketing as a career option among youth

Nga

Mun

2011

Jnl of Res in Interact Mrkting

View full text Add to dashboard Cite

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“…Fullerton (2003) argues that commitment is central to relationships between firms and customers and finds that affective and continuance commitment not only interact but also associate with loyalty intentions in different ways. Subsequently, Sorce and Edwards (2004) find that consumers consider commitment an important characteristic of their relationships with firms.…”

Section: Characteristics Of Successful Customer Relationshipsmentioning

confidence: 99%

“…Scholars have observed that business-to-consumer relationships are relatively understudied and poorly understood (Sorce and Edwards 2004). Therefore, in the current study, our focus is on consumers' point of view and on generating insights into the extent to which consumers interpret their relationships with soccer clubs.…”

Section: Clubs and Fans: The Fans' Perspectivementioning

confidence: 99%

The Dynamics Underlying Service Firm—Customer Relationships

Harris

Ogbonna²

2008

Journal of Service Research

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Researchers have argued that consumers frequently view marketing efforts as intrusive and that they fail to exhibit either trust or commitment. However, studies have found that some customers develop strong emotional relationships with firms, often independently of firm-driven relationship-building efforts. These confusing findings indicate that there is a need for additional research to explore the dynamics underlying service firm—customer relationships. The aim of this study is to elucidate customers' conception and manifestation of their relationships with service firms. Therefore, the objectives are to uncover the extent to which various types of customers exhibit relational links with service firms and to generate insights into the manner in which such identification is manifested. After a review of recent studies into relationship marketing, the authors present and explain the research design and method. Then, the authors present the findings that emerged during the focus groups and in-depth interviews with soccer supporters.

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“…However, in consumer markets relationships are predominantly transactional in their nature (Coviello et al, 2002;O'Malley and Tynan, 2000;Sorce and Edwards, 2004). Some researchers even say that marketing as relationships is extended beyond its limits in mass consumer markets (O'Malley and Tynan, 2000;O'Malley et al, 2008).…”

Section: Introductionmentioning

confidence: 99%

Relationship quality evaluation in retailers' relationships with consumers

Vesel

Žabkar

2010

European Journal of Marketing

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Purpose -The purpose of the article is to investigate relationship quality in retail relationships as influenced by its antecedents (loyalty programme quality and personal interaction quality) and resulting in customer loyalty to the retailer. The focus is on loyalty programme members' perceptions and differences between segments of consumers with different levels of involvement in the product category. Design/methodology/approach -The method used was a consumer survey. Two waves of cross-sectional telephone interviewing with 116 and 410 members of a retail loyalty club were conducted. Structural equation modelling served for the estimation of relationships in an integrated conceptual framework among constructs of loyalty programme quality, personal interaction quality, relationship quality and loyalty, relevant to the development of retail relationships. Findings -The findings suggest that loyalty programme quality is important for relationship quality; however, efforts to assure personal interaction quality with customers are needed to improve relationship quality as well as customer loyalty. The study deepens knowledge of relationship quality's antecedents and consequences in the retail environment with regard to segments of customers with different levels of product category involvement.Research limitations/implications -The research is limited to members of a selected DIY retailer's loyalty programme, not accounting specifically for membership in multiple loyalty programmes. Future research could use different methodologies such as longitudinal studies to examine dynamic relationships among the constructs in the study. Practical implications -In the retail context, practical implications of the impact of loyalty programme quality and of personal interaction quality on relationship quality and customer loyalty are considered. Originality/value -The paper contributes to the understanding of members' perceptions and responses to relationship quality as well as to some mechanisms underlying customer loyalty in loyalty programmes.

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Defining business-to-consumer relationships: The consumer's perspective

Cited by 10 publications

References 10 publications

The influence of MLM companies and agent attributes on the willingness to undertake multilevel marketing as a career option among youth

The influence of MLM companies and agent attributes on the willingness to undertake multilevel marketing as a career option among youth

The Dynamics Underlying Service Firm—Customer Relationships

Relationship quality evaluation in retailers' relationships with consumers

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