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Retail relationships in a digital age
journal contribution
posted on 2023-06-09, 06:46 authored by Kathleen Keeling, Debbie KeelingDebbie Keeling, Peter McGoldrickTechnological developments in retail service delivery raise new questions concerning the nature of relationships between retailers and customers. Through an online survey based on established dimensions of relationships, this study examines how customers perceive a range of technologically mediated and face-to-face retail relationships in comparison to core social relationships. From a combination of mapping and statistical techniques, retail relationships emerge with distinctly different profiles. Respondents regard technologically mediated relationships as less friendly and co-operative but more task-orientated than their human-to-human counterparts. This analytical approach presents valuable diagnostic information for benchmarking and evaluation of marketing performance, offering opportunities to develop the strengths of existing relationships, draw on relevant benefits from the analogous relationships, and promote a more distinctive relational position.
History
Publication status
- Published
File Version
- Published version
Journal
Journal of Business ResearchISSN
0148-2963Publisher
ElsevierExternal DOI
Issue
7Volume
66Page range
847-855Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-19First Compliant Deposit (FCD) Date
2017-06-16Usage metrics
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