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MMGT

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Although the importance of relationship marketing is well understood in marketing in general, research, to date, has been limited to: (1) developing conceptual studies proposing relationship marketing models across different service/retail contexts, (2) examining its outcomes such as satisfaction, commitment, trust, and attitudinal and behavioral loyalty, and (3) testing selected attributes driving customer-company relationship building. Less attention has been paid to consumer-company relationship building via a variety of retail attributes and its moderators. This study aims to enrich the current knowledge by exploring: (1) how a comprehensive set of retail attributes affects consumer-retailer relationship building and (2) if such relationship building process differs by gender.

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Nov 11th, 12:00 AM

Gender Differences in Consumer-Retailer Relationship Building via Retail Store Attributes

Although the importance of relationship marketing is well understood in marketing in general, research, to date, has been limited to: (1) developing conceptual studies proposing relationship marketing models across different service/retail contexts, (2) examining its outcomes such as satisfaction, commitment, trust, and attitudinal and behavioral loyalty, and (3) testing selected attributes driving customer-company relationship building. Less attention has been paid to consumer-company relationship building via a variety of retail attributes and its moderators. This study aims to enrich the current knowledge by exploring: (1) how a comprehensive set of retail attributes affects consumer-retailer relationship building and (2) if such relationship building process differs by gender.

 

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