فایل ورد کامل بازاریابی رابطه‌مند و سرمایه‌گذاری؛ بررسی تأثیر بر قدردانی مشتری در صنعت خرده‌فروشی

Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining

successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of

loyalty card programs of a department chain store, this study shows that alternative relationship marketing

investments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) have

a differential influence on customers” gratitude and consequently behavioral loyalty. More specifically, results

of this study indicate that preferential treatment is the most effective relationship marketing tactic to enhance

customer gratitude, followed by interpersonal communication and tangible rewards, respectively. Management

implications for retailers to increase customers” gratitude are discussed.

© 2014 Elsevier Inc. All rights reserved.

Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintainingsuccessful seller–buyer relational exchanges. Based upon personal interviews with 239 members ofloyalty card programs of a department chain store, this study shows that alternative relationship marketinginvestments (i.e., direct mail, tangible rewards, interpersonal communication, and preferential treatment) havea differential influence on customers” gratitude and consequently behavioral loyalty. More specifically, resultsof this study indicate that preferential treatment is the most effective relationship marketing tactic to enhancecustomer gratitude, followed by interpersonal communication and tangible rewards, respectively. Managementimplications for retailers to increase customers” gratitude are discussed.© 2014 Elsevier Inc. All rights reserved.