An Institutional Theory Perspective on Retailer Loyalty

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-04-22 DOI:10.1080/15332667.2020.1756025

R. Jayanti

引用次数: 2

Abstract

Abstract Trust has been referred to as the single most powerful relationship marketing tool available to marketers with robust empirical support for the trust—loyalty relationship. However, are there contexts where consumers discount trustworthy providers in their loyalty decisions? Informed by institutional theory, the current study examines consumer evaluations of institutional context as a moderator for the trust—loyalty relationship. Structural equation modeling is used to test a sample of 775 auto parts retail shoppers. Results show that the received wisdom of the trust—loyalty mechanism in the relationship marketing theory is supported only when the institutional context is evaluated as ambivalent where trust/distrust evaluations co-exist. However, institutional context evaluations dominated by trust as well as distrust support retailer value as a mechanism for retailer loyalty. Implications for relationship marketing research and practice from the institutional theory lens conclude the paper.

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零售商忠诚的制度理论视角

信任被认为是营销人员可用的最强大的关系营销工具，对信任-忠诚关系有强有力的实证支持。然而，是否存在消费者在忠诚度决策中低估值得信赖的供应商的情况?在制度理论的指导下，本研究考察了消费者对制度背景的评价作为信任-忠诚关系的调节因素。采用结构方程模型对775名汽车零部件零售消费者进行了抽样检验。研究结果表明，关系营销理论中关于信任-忠诚机制的公认观点只有在信任/不信任评价并存的矛盾情境下才能得到支持。以信任和不信任为主导的制度情境评价支持零售商价值作为零售商忠诚的机制。本文从制度理论的角度对关系营销研究与实践的启示进行了总结。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.