Relationship marketing effectiveness: The role of involvement

Gordon, Mary Ellen; McKeage, Kim; Fox, Mark A.

doi:10.1002/(sici)1520-6793(199808)15:5<443::aid-mar3>3.0.co;2-7

Cited by 160 publications

(112 citation statements)

References 28 publications

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“…Because they build customer knowledge, loyalty programs offer an opportunity to differentiate and discriminate among customers who likely perceive customized offers as a sign of respect or distinctiveness (Gordon, McKeage, and Fox, 1998). Consumers consequently may experience recognition benefits (Csikszentmihalyi, 2000); they may feel like the firm and frontline personnel treat them better than they would treat nonmembers of the program (Beatty, Mayer, Coleman, Reynolds, and Lee, 1996;Gwinner, Gremler, and Bitner, 1998).…”

Section: Symbolic Benefitsmentioning

confidence: 99%

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Mimouni-Chaabane

Volle

2010

Journal of Business Research

243

180

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Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.

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Section: Symbolic Benefitsmentioning

confidence: 99%

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Mimouni-Chaabane

Volle

2010

Journal of Business Research

243

180

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“…Supporting this concept empirically, Edgett and Cullen (1993) found that consumers' information search for university preference decisions differed across levels of involvement. Looking specifically at service marketing, Gordon, McKeague, and Fox (1998) also found that the level of involvement was significantly related with the effectiveness of their relationship marketing tactics.…”

Section: Marketing Communication and Involvementmentioning

confidence: 93%

Exploring the Information Source Preferences Among Canadian Adult Golf League Members

Davies¹,

Gray

2016

JAS

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With an aging demographic, and the abundance of physical inactivity in Canada, sport professionals need to understand how best to recruit and retain adults in sport and recreational activities, namely, golf leagues. Canadian golf league participants (N = 419; Mage = 62 years old) completed an online survey detailing their propensity to utilize a variety of information sources prior to making the decision to join a golf league. Results following a confirmatory factor analysis of a revised Information Sources Inventory, suggested that golfers in this sample were most likely to utilize Personal and Social sources of information associated with their league participation decision. While no differences emerged in information source preferences across Age or levels of Involvement, women (m = 4.12, SD = 1.30) were significantly more likely to utilize Public information sources than were men (m = 3.64, SD = 1.26). Implications from the information source preferences are discussed with the goal of generating more effective marketing strategies to recruit new golfers, lapsed golfers, or golfers who do not currently engage in league play.

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“…Since the consumer whose level of involvement in products and shopping is high inputs more efforts to derive preferred products, threshold value for the degree that number of options increase or the decision process gets complicated will be also high. In addition, it was reported that consumers with a high level of involvement prudently perform information searching and evaluation of alternatives to purchase products mostly close to their own preferences and that the purchase intention for the customized products is high (Gordon, Mckeage, & Fox, 1998). Therefore, the consumer's involvement in fashion products is expected as a variable to have effect on the complexity perception of the OAMC process.…”

Section: Effects Of Consumer Characteristic Factorsmentioning

confidence: 99%

The factors influencing consumers' perceived complexity of online apparel mass customization service usage

Moon

Lee²,

Chang³

2013

The Research Journal of the Costume Culture

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This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. AbstractMass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

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Relationship marketing effectiveness: The role of involvement

Cited by 160 publications

References 28 publications

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Perceived benefits of loyalty programs: Scale development and implications for relational strategies

Exploring the Information Source Preferences Among Canadian Adult Golf League Members

The factors influencing consumers' perceived complexity of online apparel mass customization service usage

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