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Relationship marketing in A B2C context: The moderating role of personality traits

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  • Adjei, Mavis T.
  • Clark, Melissa N.

Abstract

More and more, retailers are investing in relationship building as a strategy for enhancing customer retention in the business-to-customer (B2C) context. However, some marketing scholars have expressed concern over the usefulness of relationship marketing under certain conditions. As such, this study investigates the moderating role of personality traits on the relationship between satisfaction-driven relationship quality and behavioral loyalty. Based on a sample of 158 retail shoppers, we find that customers’ overall satisfaction with the retailer leads to quality customer–firm relationships and ultimately, behavioral loyalty to the retailer. We also found that the impact of relationship quality on behavioral loyalty depends on the consumer's personality traits, i.e., consumer innovativeness, variety seeking, and relationship proneness. These findings extend the extant relationship literature by showing that the value of relationship marketing is not universal, thereby refining our understanding of the relationship between customer behavior and relationship marketing. Implications for academics and managers are discussed.

Suggested Citation

  • Adjei, Mavis T. & Clark, Melissa N., 2010. "Relationship marketing in A B2C context: The moderating role of personality traits," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 73-79.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:1:p:73-79
    DOI: 10.1016/j.jretconser.2009.10.001
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    Cited by:

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    2. Adrian Castro-Lopez & Javier Puente & Rodolfo Vazquez-Casielles, 2018. "e-Service Quality Model for Spanish Textile and Fashion Sector: Positioning Analysis and B2C Ranking by F-Topsis," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 17(02), pages 485-512, March.
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    5. Kumar, Aman & Shankar, Amit & Nayal, Preeti, 2024. "Metaverse is not my cup of tea! An investigation into how personality traits shape metaverse usage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    7. Jiajing Shao & Jacob Cherian & Li Xu & Muhammad Zaheer & Sarminah Samad & Ubaldo Comite & Liana Mester & Daniel Badulescu, 2022. "A CSR Perspective to Drive Employee Creativity in the Hospitality Sector: A Moderated Mediation Mechanism of Inclusive Leadership and Polychronicity," Sustainability, MDPI, vol. 14(10), pages 1-22, May.
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    9. Pelau Corina & Serban Daniela & Chinie Alexandra Catalina, 2018. "The influence of personality types on the impulsive buying behavior of a consumer," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 751-759, May.
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