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Title: Retail relationships in a digital age
Authors: Keeling, Kathy
Keeling, Debbie I.
McGoldrick, Peter
Keywords: Retail relationships
Relationship dimensions
Technology-mediated relationships
Issue Date: 2013
Publisher: © Elsevier Inc.
Citation: KEELING, K., KEELING, D.I. and MCGOLDRICK, P., 2013. Retail relationships in a digital age. Journal of Business Research, 66 (7), pp. 847 - 854.
Abstract: Technological 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.
Description: Closed access
Version: Published
DOI: 10.1016/j.jbusres.2011.06.010
URI: https://dspace.lboro.ac.uk/2134/17122
Publisher Link: http://dx.doi.org/10.1016/j.jbusres.2011.06.010
ISSN: 0148-2963
Appears in Collections:Closed Access (Business)

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