An examination of proactive relationship approach with retail customers

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dc.contributorReynolds, Kristy E.
dc.contributorHalbesleben, Jonathon R. B.
dc.contributorLee, Doohwang
dc.contributor.advisorEllinger, Alexander E.
dc.contributor.advisorMothersbaugh, David L.
dc.contributor.authorShin, Hyunju
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-03-01T16:46:52Z
dc.date.available2017-03-01T16:46:52Z
dc.date.issued2013
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractIn the current era of intense competition, retailers are increasingly leveraging relationship marketing to attract, retain, and strengthen relationships with customers. Better understanding of the influence and efficacy of relationship investment strategies has therefore become critical to both marketers and retailers. While there are multiple studies of firms' interactions with customers, most of this research is on firms' reactions in retail contexts with relatively few studies evaluating the potential benefits of proactively interacting with customers. This study examines the age-old issue of whether it is better to "get to customers before they get to you" by assessing the relative efficacy of proactive and reactive relationship approaches in retail settings. Reciprocal reaction theory serves as the foundation for the dissertation that proactive interaction more favorably influences customers' emotions and behavioral intentions toward the firm than reactive interactions. Given that a proactive relationship approach may not be an optimal strategy in every situation, firm and customer-related moderators that may influence the effectiveness of proactive relationship approach are also assessed. The study hypotheses are tested with data from two scenario-based experiments. The study findings are expected to extend the relationship investment strategy literature and provide actionable guidance for retail organizations about effectively conducting interactions with customers.en_US
dc.format.extent242 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0001198
dc.identifier.otherShin_alatus_0004D_11398
dc.identifier.urihttps://ir.ua.edu/handle/123456789/1673
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectMarketing
dc.titleAn examination of proactive relationship approach with retail customersen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Management and Marketing
etdms.degree.disciplineMarketing
etdms.degree.grantorThe University of Alabama
etdms.degree.leveldoctoral
etdms.degree.namePh.D.
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