Gaby Odekerken-Schröder

Using PLS path modeling for assessing hierarchial construct models: guidelines and impirical illustration

In this paper, the authors show that PLS path modeling can be used to assess a hierarchical construct model. They provide guidelines outlining four key steps to construct a hierarchical construct model using PLS path modeling. This approach is illustrated empirically using a reflective, fourth-order latent variable model of online experiential value in the context of online book and CD retailing. Moreover, the guidelines for the use of PLS path modeling to estimate parameters in a hierarchical construct model are extended beyond the scope of the empirical illustration. The findings of the empirical illustration are used to discuss the use of covariance-based SEM versus PLS path modeling. The authors conclude with the limitations of their study and suggestions for future research.

Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration

This research, investigating retailer–consumer relationships, has three distinct intended contributions: (1) It shows that different relationship marketing tactics have a differential impact on consumer perceptions of a retailers relationship investment; (2) it demonstrates that perceived relationship investment affects relationship quality, ultimately leading to behavioral loyalty; and (3) it reveals that the effect of perceived relationship investment on relationship quality is contingent on a consumers product category involvement and proneness to engage in retail relationships. The authors empirically cross-validate the underlying conceptual model by studying six consumer samples in a three-country, transatlantic, comparative survey that investigates two industries.

Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality.

Abstract Literature suggests that strong relationship outcomes not only depend upon successful relationship marketing tactics, but also upon consumer personality. Based upon face-to-face interviews with 246 visitors of a German shopping mall, reporting on their relationships with beauty product retailers, this study contributes to relationship marketing literature in three ways. First, we demonstrate that different relationship marketing tactics have a differential impact on the overall perceived loyalty efforts retailers are making (customer retention orientation). Second, it indicates that product category involvement as a personality trait underlies a consumers intrinsic proneness to engage in retail relationships (consumer relationship proneness). Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness.

Assessing the Impact of a Retailer's Relationship Efforts on Consumers' Attitudes and Behavior

Abstract This study focuses at the impact of different relationship efforts made by a retailer (direct mail, preferential treatment, and tangible rewards) on key relationship marketing outcomes (trust, relationship commitment, and behavioral loyalty). A cross-sectional study in a retail clothing setting was conducted based on two consumer samples drawn from Belgium and the Netherlands. SEM results indicate that retailers undertaking relationship efforts to loyal consumers can positively affect these consumers’ attitudes and behavior. Consequently, managers and employees of retail companies need to be trained, motivated, and rewarded for making relationship efforts to regular customers.

Who's who in brand communities – and why?

Purpose – Brand communities may manifest the ultimate degree of connectedness between a consumer and a brand. Research typically approaches such communities as collections of highly homogenous members but generally fails to recognize them as individual persons with their own idiosyncratic backgrounds and reasons to join the community. This article aims to explore whether a community population can be meaningfully segmented on the basis of different motivations to join.Design/methodology/approach – Information from two communities is collected, following the customer‐centric model of brand community of McAlexander et al.. The relationship variables in this model are used as a segmentation basis in cluster analysis to identify various segments. Different kind of motivations can be identified with the relationship variables of the McAlexander et al. model.Findings – Multiple segments based on different consumption motivations exist. Two investigated communities show significant overlap in the identified segm...

The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty

Purpose – The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between cause‐related marketing and brand loyalty.Design/methodology/approach – An experimental design with 240 participants was used.Findings – The results show that consumers perceive a significantly enhanced level of brand loyalty as a result of strategic cause‐related marketing as long as the firm has a long‐term commitment to this campaign and the campaign is related to a low involvement product. Consumers do not exhibit a significant impact of tactical cause‐related marketing campaigns – whether related to high or low involvement products – on brand loyalty.Research limitations/implications – First, all respondents were students from a western European university. Second, the experiment relied on imaginary storyboards. Third, the pro...

The Effect of Customer Card Programs: A Comparative Study in Singapore and The Netherlands

In the service industry, loyalty cards represent an established phenomenon (e.g. hotel and airline industry). Developing this knowledge, the present study focuses on the role of loyalty‐card programs in establishing loyalty towards a retail store. The impact of store satisfaction and these loyalty‐card programs on store loyalty is tested empirically. Therefore, a survey was performed among 333 grocery store customers in Singapore and The Netherlands. The comparative findings demonstrate that these programs do indeed impact on attitudinal as well as behavioural store loyalty, as long as the number of alternative programs is limited and customers over time have not become accustomed to loyalty cards.

The impact of need for social affiliation and consumer relationship proneness on behavioural intentions: an empirical study in a hairdresser's context

This study investigates whether a consumers need for social affiliation and a consumers relationship proneness impact behavioural intentions (word-of-mouth communication, price sensitivity, repeat purchasing) towards a hairdressers. Data were collected from a systematic sample of a hairdressers consumers in Belgium. LISREL results revealed that need for social affiliation is a strong determinant of word-of-mouth communication and price sensitivity, while consumer relationship proneness has an indirect effect on price sensitivity via commitment. Important implications of the salient role of both constructs in determining behavioural intentions in a hairdressers context are provided.

Uncovering Collaborative Value Creation Patterns and Establishing Corresponding Customer Roles

Research on value creation traditionally has focused on value created by the company, though customers increasingly serve as active partners, able to create value with firms in a collaborative manner. Despite interest by both scholars and managers, existing research has not yet clarified the interdependencies of service offerings and customer role patterns. This article explores value creation rooted in three generic offerings (configuration, solution, and network) and identifies differences in their prerequisites, customer activities, challenges, abilities, ability enhancers, and perceived benefits that arise in collaborative value creation (CVC). Data from 105 collaborations, collected through in-depth interviews, support the qualitative and quantitative analyses that reveal distinct patterns in customers’ value creation for each service offering. A categorical principal components analysis, combined with cluster analysis, identifies five customer roles: bargain-hunting independent, comprehensive help seeker, engaged problem solver, technology-savvy networker, and self-reliant customizer. Our theoretical contribution includes the identification of customer roles across generic offerings and empirical evidence that customers perform multiple roles when engaging in CVC processes. Our findings provide managers engaged in CVC with recommendations on criteria for segmenting customer groups, on the role of the service provider in various value creation processes, and on tailored communication strategies to attract customers.

The role of employee relationship proneness in creating employee loyalty

Purpose – The paper aims to investigate the impact of employee relationship proneness (RP) on the three different types of attitudinal loyalty (affective, calculative, and normative commitment (NC)) and relate these different types of attitudinal loyalty to employee loyalty behaviours in terms of word‐of‐mouth, intention to stay (ITS), benefit insensitivity (BI), and complaining (COM).Design/methodology/approach – An empirical research among 199 employees of a bank was conducted to test the hypothesized model.Findings – Structural equation modelling results reveal that employee RP is a strong antecedent of affective and NC. Affective commitment plays a pivotal role in creating all positive loyalty behaviours of employees, whereas NC only supports ITS and BI while it has a negative impact on COM. Calculative commitment has a negative impact on BI and COM.Research limitations/implications – As a result of the single industry, cross sectional design the external validity of the findings is somewhat limited.P...