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Title Retail relationships in a digital age
Source Research, 66, 7, pp. 847–855Journal of Business Research
Year 2013
Database ScienceDirect
Access date 28.08.2013

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.

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Year of publication2013
Bibliographic typeJournal article
Full text availabilityAvailable on request
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