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Retail relationships in a digital age
journal contribution
posted on 2015-03-26, 13:45 authored by Kathy Keeling, Debbie 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
School
- Business and Economics
Department
- Business
Published in
Journal of Business ResearchVolume
66Issue
7Pages
847 - 854Citation
KEELING, K., KEELING, D.I. and MCGOLDRICK, P., 2013. Retail relationships in a digital age. Journal of Business Research, 66 (7), pp. 847 - 854.Publisher
© Elsevier Inc.Version
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2013Notes
Closed accessISSN
0148-2963Publisher version
Language
- en