 Retail relationships in a digital ageKathleen Keeling, Debbie Keeling and Peter McGoldrick Journal of Business Research, 2013, vol. 66, issue 7, 847-855 Abstract: Technological developments in retail service delivery raise new questions concerning the nature of relationships between retailers and customers. Through an online survey based on established dimensions of relationships, this study examines how customers perceive a range of technologically mediated and face-to-face retail relationships in comparison to core social relationships. From a combination of mapping and statistical techniques, retail relationships emerge with distinctly different profiles. Respondents regard technologically mediated relationships as less friendly and co-operative but more task-orientated than their human-to-human counterparts. This analytical approach presents valuable diagnostic information for benchmarking and evaluation of marketing performance, offering opportunities to develop the strengths of existing relationships, draw on relevant benefits from the analogous relationships, and promote a more distinctive relational position. Keywords: Retail relationships; Relationship dimensions; Technology-mediated relationships; e-Retailing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:7:p:847-855 DOI: 10.1016/j.jbusres.2011.06.010 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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