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WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions

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  • Vannucci, Virginia
  • Dasmi, Costanza
  • Nechaeva, Olga
  • Pizzi, Gabriele
  • Aiello, Gaetano

Abstract

The present research conceptualizes customer care activities as the process through which retailers satisfy consumers' needs by means of a set of interconnected services and address the role of warmth and competence perceptions, as well as consumers' inferred motives, in determining the downstream effects of care management activities on consumers' perceptions and intentions. The results from two experiments show that the number and framing of customer care activities affect customer orientation perceptions (Study 1) and that their fit with the overall retailer's image and the level of professionalism required to carry them out affects store patronage intentions (Study 2).

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  • Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000528
    DOI: 10.1016/j.jretconser.2023.103305
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    Cited by:

    1. Serravalle, Francesca & Pantano, Eleonora, 2023. "Mastering care management strategies to improve retailing: Mechanisms, capabilities, impacts and emerging opportunities," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Jose Albors-Garrigos & María Miguel Molina, 2023. "The servitization of innovation in the retail grocery sector: The case of Mercadona," Journal of International Entrepreneurship, Springer, vol. 21(2), pages 245-270, June.
    3. Sarkar, Biswajit & Dey, Bikash Koli, 2023. "Is online-to-offline customer care support essential for consumer service?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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