Evaluating the interrelation of a retailer's relationship efforts and consumers' attitudes and behaviour

Abstract

This study develops and empirically tests a model for examining the impact of different relationship efforts made by a retailer (financial bonding, social bonding and structural bonding) on key relationship marketing outcomes (trust, relationship commitment and behavioural loyalty). A study in information services industry was conducted based on samples drawn from XYZ Company, the largest information education services institute in Taiwan. Standard error of the mean results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers' attitudes and behaviour. In addition, the findings suggest that information services with different attributes need different kinds and levels of relationship efforts. Consequently, managers and employees of retail companies need to be trained, motivated and rewarded for making relationship efforts to regular consumers.