The roles of store attributes in consumer-retailer relationship building

Chiu-Han Wang, Purdue University

Abstract

The main purpose of the present study was to examine store attributes as a signal for the process of building a customer-retailer relationship in the context of department store operation. DeWulf et al.'s Model of Retailer-Customer Exchange Relationship, social exchange theory, and signalling theory provided the theoretical frameworks for this respective study. Specific objectives of this study were: (1) to explore store attributes influencing consumer's perceived relationship investment when store attributes serve as investment signals retailer sends to customer; (2) to test the associations among relationship investment, relationship quality, and loyalty; and (3) to examine the mediating effect of relationship quality on the relationship investment – loyalty link. To that end, an online survey was performed. The results revealed six store attributes related to department store environments: post-transaction service, direct mail, interpersonal communication, merchandise, preferential treatment, and store atmosphere, and among them, five store attributes (post-transaction service, direct mail, interpersonal communication, merchandise, and preferential treatment) were positively associated with perceived relationship investment. Further, relationship investment was found to be positively related with relationship quality, which in turn was positively related to both behavioral and attitudinal loyalty. The findings also revealed that perceived relationship quality mediates the relationship between relationship investment and loyalty. The present study provides theoretical and practical implications. The empirical evidence of the effects of store attributes on customer-retailer relationship building contributes to the literature in retailing and relationship marketing fields. The findings of the present study also help retailers enhance customer relationships by investing on target store attributes.

Degree

M.S.

Advisors

Ha, Purdue University.

Subject Area

Marketing

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