Relational orientation in consumer purchase intentions : brick-and-mortar vs. e-commerce shopping environments
University of Lethbridge. Faculty of Management
Lethbridge, Alta. : University of Lethbridge, Faculty of Management, 2003
Building lasting customer relationships is a central goal for companies in today’s business world. While numerous studies deal with the construct of relationship as objective it has also been suggested that relationships are very subjective and based on individual perceptions. This study puts the emphasis on the concept of relational orientation as an individual difference that influences the customers’ view of relationships. The study compares individual preferences and influences across the two shopping environments, Brick & Mortar and E-Commerce. Relational Orientation was found to be a moderating factor in the relationship development process, mainly influencing the effects of trust.
x, 86 leaves : ill. ; 29 cm.
Relationship marketing , Electronic commerce , Stores, Retail , Customer services -- Management