Measuring exchange norms and its impact on satisfaction in a B2C context

Najoua Elommal, Riadh Manita () and Damien Chaney ()
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Najoua Elommal: PULV - Pôle Universitaire Léonard de Vinci
Riadh Manita: Pôle Finance Responsable - Rouen Business School - Rouen Business School
Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne, REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: This research investigates the relevance of exchange norms in a business-to-consumer context and studies the impact of both relational and discrete norms on customer satisfaction in services. As existing scales focus only on relational norms and are mostly limited to business-to-business contexts, Study 1 (n = 164) proposes measurement scales for seven exchanges norms adapted to a business-to-consumer context: Reciprocity, The Linking norms, Creation and restraint of power, Role integrity, Solidarity, Flexibility, and Effectuation of consent. Study 2 (n = 295) tests the influence on these norms on customer satisfaction. The article demonstrates that exchange norms as a whole positively affect customer satisfaction and, more specifically, that relational norms explain satisfaction better than discrete norms. The findings also show that, contrary to customer relationship proneness, relationship duration moderates the link between exchange norms and customer satisfaction.

Date: 2018-03-16
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Published in International Journal of Market Research, 2018, 61 (3), pp.302-319. ⟨10.1177/1470785318760202⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02047986

DOI: 10.1177/1470785318760202

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