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When Do Relationships Pay Off for Small Retailers? Exploring Targets and Contexts to Understand the Value of Relationship Marketing

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  • Adjei, Mavis T.
  • Griffith, David A.
  • Noble, Stephanie M.

Abstract

Relationship marketing has taken on a significant role in both retail practice and academic study. However, from the introduction of the concept of relationship marketing into the literature scholars have noted that relationship building may not be beneficial to all firms under all conditions. In this study, we investigate this issue attempting to gain a greater understanding of the value of relationship marketing activities across targets (i.e., customers and suppliers) and within contexts (i.e., competitive intensity and three elements of market dynamism) on a retailer's ability to develop the capability of market responsiveness. Our findings, based upon a sample of 172 small retailers, demonstrate that differences do in fact exist in the value delivery to retailers from relationships with different targets and across different contexts in which the retailer operates. As such, the results of this study extend the extant relationship marketing literature, refining our understanding of the value of relationship marketing. Implications for academics and practitioners are discussed.

Suggested Citation

  • Adjei, Mavis T. & Griffith, David A. & Noble, Stephanie M., 2009. "When Do Relationships Pay Off for Small Retailers? Exploring Targets and Contexts to Understand the Value of Relationship Marketing," Journal of Retailing, Elsevier, vol. 85(4), pages 493-501.
    • Handle: RePEc:eee:jouret:v:85:y:2009:i:4:p:493-501
    DOI: 10.1016/j.jretai.2009.09.001
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    References listed on IDEAS

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    Cited by:

    1. Sinha, Piyush Kumar & Mishra, Hari Govind & Koul, Surabhi, 2016. "Small Retailer’s Merchandise Decision Making: A Grounded Theory Approach," IIMA Working Papers WP2016-05-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Hsieh, Jung-Kuei & Hsieh, Yi-Ching, 2015. "Dialogic co-creation and service innovation performance in high-tech companies," Journal of Business Research, Elsevier, vol. 68(11), pages 2266-2271.
    3. Fabien Eymas & Faouzi Bensebaa, 2021. "Competitive strategies of small independent retailers," Post-Print hal-03960130, HAL.
    4. Fabien Eymas & Faouzi Bensebaa, 2021. "Competitive strategies of small independent retailers," Post-Print hal-03179166, HAL.
    5. Ryari, Hanaa & Alavi, Sascha & Wieseke, Jan, 2021. "Drown or Blossom? The Impact of Perceived Chronic Time Pressure on Retail Salespeople's Performance and Customer–Salesperson Relationships," Journal of Retailing, Elsevier, vol. 97(2), pages 217-237.
    6. Ashley S. Otto & David M. Szymanski & Rajan Varadarajan, 2020. "Customer satisfaction and firm performance: insights from over a quarter century of empirical research," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 543-564, May.
    7. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    8. Gilboa, Shaked & Seger-Guttmann, Tali & Partouche-Sebban, Judith, 2022. "Increasing customer loyalty and WOM in an age of terror: Cross-cultural development and validation of the customers’ reactions to terror scale (CRTS)," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Pierre Mostert & Tiaan Naude, 2022. "Exploring the Antecedents and Brand Avoidance as the Outcome, of Identity Incongruity," International Review of Management and Marketing, Econjournals, vol. 12(4), pages 10-18, July.
    10. Tajeddini, Kayhan & Elg, Ulf & Trueman, Myfanwy, 2013. "Efficiency and effectiveness of small retailers: The role of customer and entrepreneurial orientation," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 453-462.
    11. Kalanit Efrat & Shaked Gilboa, 2020. "Relationship approach to crowdfunding: how creators and supporters interaction enhances projects’ success," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 899-911, December.
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