Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions

Velitchka D. Kaltcheva and A. Parasuraman

Journal of Business Research, 2009, vol. 62, issue 6, 601-608

Abstract: The article introduces four relational models from the social sciences that are relevant for classifying retailer-consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions-personality-relatedness and reciprocity-are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer's personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer's and the retailer's outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework--a relational framework suitable for analyzing a wide variety of retailer-consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework.

Keywords: Retailer-consumer; interactions; Personality-relatedness; Reciprocity; Positioning; strategies (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:6:p:601-608

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