Relationship marketing in A B2C context: The moderating role of personality traits |
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Authors: | Mavis T. Adjei Melissa N. Clark |
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Affiliation: | 1. School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus;2. Faculty of Business, Education & Professional Studies, University of Gloucestershire, Cheltenham & Gloucester, UK;1. School of Business, Management and Economics, University of Sussex, Falmer, Brighton BN1 9SL, United Kingdom;2. UNSW Business School, The University of New South Wales, UNSW Kensington Campus, Sydney, NSW 2052, Australia |
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Abstract: | More and more, retailers are investing in relationship building as a strategy for enhancing customer retention in the business-to-customer (B2C) context. However, some marketing scholars have expressed concern over the usefulness of relationship marketing under certain conditions. As such, this study investigates the moderating role of personality traits on the relationship between satisfaction-driven relationship quality and behavioral loyalty. Based on a sample of 158 retail shoppers, we find that customers’ overall satisfaction with the retailer leads to quality customer–firm relationships and ultimately, behavioral loyalty to the retailer. We also found that the impact of relationship quality on behavioral loyalty depends on the consumer's personality traits, i.e., consumer innovativeness, variety seeking, and relationship proneness. These findings extend the extant relationship literature by showing that the value of relationship marketing is not universal, thereby refining our understanding of the relationship between customer behavior and relationship marketing. Implications for academics and managers are discussed. |
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