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Retail relationships in a digital age

journal contribution
posted on 26.03.2015, 13:45 by Kathy Keeling, Debbie Keeling, Peter McGoldrick
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.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Business Research

Volume

66

Issue

7

Pages

847 - 854

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.

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

2013

Notes

Closed access

ISSN

0148-2963

Language

en