Relationship hindrance: why would consumers not want a relationship with a retailer?

Relationship marketing tactics, such as loyalty programs, company credit cards, and e-mail promotions, are becoming increasingly popular. Benefits offered to a consumer for engaging in relational exchanges include price decreases, special offers, personalized attention, and customized products. With such benefits, the assumption is that consumers will want to develop a relationship with an organization and be rewarded for their loyalty. However, consumers might patronize a retailer, be satisfied with the service and product delivery, and yet not want to develop a relationship with them. As such, the purpose of this study was to determine why seemingly satisfied customers do not want to engage in relationship marketing and loyalty enhancing programs with retailers.