Transformative retail services: Elevating loyalty through customer well-being
Tillmann Wagner and
Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 198-206
Transformative retail services are an emerging business practice in the industry, designed to increase the well-being of customers and non-customers alike. Putting into practice the suggestion of the relevant literature to address additional firm-related outcomes beyond well-being, this research examines the impact of transformative retail services on customer well-being, which in turn is proposed to elevate loyalty intentions via the mediators experienced gratitude, reciprocity, and brand-related evaluations. The findings of one behavioral experiment and one field experiment are presented. While both transformative retail services offered for free as well as paid services increase customer well-being, only free transformative retail services positively affect customer loyalty intentions and its mediators.
Keywords: Transformative services; Customer well-being; Retailing; Relationship marketing; Retail branding (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:198-206
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