dc.contributor.author |
Kuhn, Stefanie
|
|
dc.contributor.author |
Mostert, P.G. (Pierre)
|
|
dc.date.accessioned |
2019-05-14T07:47:07Z |
|
dc.date.available |
2019-05-14T07:47:07Z |
|
dc.date.issued |
2018 |
|
dc.description.abstract |
Retailers endeavour to establish and maintain strong relationships with customers in order to build customer loyalty. Unfortunately, such endeavours are not always successful as not all retail customers reciprocate retailers’ relationship efforts. Customers’ intentions to engage in relationships with retailers (i.e. relationship intentions) should thus be the starting point in building customer loyalty. Moreover, customers’ perceptions of the strength of their relationship with a retailer (i.e. relationship quality) should also be considered when building customer loyalty. The purpose of this study is to determine whether clothing retail customers’ relationship intentions and relationship quality, individually and in combination, predict their loyalty to clothing retailers. Data were collected from 511 respondents in South Africa’s greater Tshwane metropolitan area. From a hierarchical multiple regression analysis, it was found that clothing retail customers’ relationship intentions and relationship quality are individually, and in combination, predictors of their loyalty to the retailer. Results furthermore indicate that relationship quality mediates the relationship between relationship intention and customer loyalty. The findings highlight the importance of first determining customers’ relationship intentions, and then reinforcing positive perceptions of relationship quality when building customer loyalty. |
en_ZA |
dc.description.department |
Marketing Management |
en_ZA |
dc.description.librarian |
hj2019 |
en_ZA |
dc.description.uri |
http://www.tandfonline.com/loi/rirr20 |
en_ZA |
dc.identifier.citation |
Stefanie Kuhn & Pierre Mostert (2018) Relationship intention and relationship quality as predictors of clothing retail customers’ loyalty, The International Review of Retail, Distribution and Consumer Research, 28:2, 206-230, DOI: 10.1080/09593969.2017.1380067. |
en_ZA |
dc.identifier.issn |
0959-3969 (print) |
|
dc.identifier.issn |
1466-4402 (online) |
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dc.identifier.other |
10.1080/09593969.2017.1380067 |
|
dc.identifier.uri |
http://hdl.handle.net/2263/69113 |
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dc.language.iso |
en |
en_ZA |
dc.publisher |
Routledge |
en_ZA |
dc.rights |
© 2017 Informa UK Limited, trading as Taylor & Francis Group. This is an electronic version of an article published in International Review of Retail, Distribution and Consumer Research, vol. , no. , pp. , 2018. doi : © 2018 Informa UK Limited, trading as Taylor & Francis Group. This is an electronic version of an article published in International Review of Retail, Distribution and Consumer Research, vol. 28, no. 2, pp. 206-230, 2018. doi : 10.1080/09593969.2017.1380067. International Review of Retail, Distribution and Consumer Research is available online at : http://www.tandfonline.com/loi/rirr20. |
en_ZA |
dc.subject |
Relationship marketing |
en_ZA |
dc.subject |
Relationship intention |
en_ZA |
dc.subject |
Relationship quality |
en_ZA |
dc.subject |
Customer loyalty |
en_ZA |
dc.subject |
Clothing retailers |
en_ZA |
dc.title |
Relationship intention and relationship quality as predictors of clothing retail customers' loyalty |
en_ZA |
dc.type |
Postprint Article |
en_ZA |