Merchandising/Marketing/Retailing: Management

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

Authors: Ran Huang (University of Tennessee) , Sejin Ha (University of Tennessee) , Joohyung Park (University of South Carolina)

Abstract

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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How to Cite: Huang, R. , Ha, S. & Park, J. (2015) “Gender Differences in Consumer-Retailer Relationship Building via Retail Store Attributes”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).