NDLI: Relationship Quality and Purchase Intention and Behavior: The Moderating Impact of Relationship Strength

Content Provider	Springer Nature Link
Author	Cannière, Marie Hélène Pelsmacker, Patrick Geuens, Maggie
Copyright Year	2009
Abstract	The purpose of this study was to investigate the link between perceived relationship quality, purchase intention and behavior, and the moderating role of relationship strength.Actual purchase data and self-reported survey data were obtained from 634 customers of a Belgian apparel retailer.Perceived relationship quality and relationship strength significantly impacted buying intention, and buying intention and relationship strength significantly impacted purchase behavior. A better relationship quality led to stronger purchase intention for customers with weaker relations with the retailer, whereas a stronger intention led to more purchase behavior for customers with a stronger relation with the retailer.Our results indicate that marketing strategies based on customer intentions and its predictors alone may not be effective because opposite results can be expected for high versus low relationship strength customers. Therefore, relationship strength should be included as well, and consumers varying in this construct should be approached in a different way.This is one of the first studies to combine actual purchase data with information based on customer interviews, which makes it possible to not only study the link between relationship quality and buying intention but also between buying intention and actual buying behavior. Moreover, the main concepts were measured more validly than in previous studies: buying behavior was measured in several ways (total expenditure, number of visits, and number of product types bought) and relationship quality was based on longitudinal buying behavior information.
Starting Page	87
Ending Page	98
Page Count	12
File Format	PDF
ISSN	08893268
Journal	Journal of Business and Psychology
Volume Number	25
Issue Number	1
e-ISSN	1573353X
Language	English
Publisher	Springer US
Publisher Date	2009-08-05
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Relationship quality Buying intention Buying behavior Relationship strength Retailing Social Sciences Business/Management Science Personality and Social Psychology Community and Environmental Psychology
Content Type	Text
Resource Type	Article
Subject	Business and International Management Applied Psychology

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
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