Kristof De Wulf

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.

The role of pleasure in web site success

We developed and empirically validated a process model of web site success in an online shopping context by identifying the role of pleasure as a key mediating variable. Web site evaluations (of content, organization, and technology) were posited as affecting the success (involving satisfaction, commitment, and trust) of a multi-dimensional web site. Pleasure was introduced as a key variable, mediating the relationship between web site evaluation and web site success. We found that pleasure partially mediated the evaluations-success relationship and also found significant support for direct relationships between web site evaluations and success. Additionally, satisfaction was found to be instrumental in helping predict user commitment and trust that online shoppers placed on the site owner.

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.

The impact of task definition on store-attribute saliences and store choice

This study investigates the impact of task definition, a situational measure, on storeattribute saliences and store choice for do-it-yourself (DIY) products. Five types of task definitions experienced by shoppers of do-it-yourself products were identified and linked to store attributes. A survey of DIY shoppers revealed that task definitions were related to both store choice and store-attribute saliences. The study has important implications for retailer format strategies as well as for the interpretation of store evaluation processes, satisfaction, and loyalty.

The impact of quality on store loyalty : A contingency approach

This studys prime interest is to assist retail managers in deciding where they are likely to get the greatest response to their expenditures on quality improvement. An empirical test involving 287 consumers reporting on a wide array of stores assesses whether the relationship between three quality dimensions (technical quality, functional quality and relational quality) and store loyalty is moderated by age, gender and store size. The structural equation model indicates that relational quality is the prime driver of store loyalty, seemingly overruling the impact of technical quality and functional quality. Most importantly, the results suggest that older consumers are relatively more strongly affected by technical quality than younger consumers. Another interesting finding is that retailers reap more benefits from their quality investments if they offer relational quality to female as opposed to male consumers. Store size was not found to mitigate the impact of the quality dimensions investigated.

A Critical Review of Theories Underlying Relationship Marketing in the Context of Explaining Consumer Relationships

Knowledge on relationship marketing, particularly as it applies to consumer relationships, is still in its early stages of development. Relationship marketing approaches draw on different underlying theories, depart from different units of analysis, and often focus on issues at different levels of aggregation. A clearer understanding of the theoretical underpinnings of relationship marketing would benefit its further theoretical development and guide empirical research. This article provides a description of the characteristics, strengths, and weaknesses of seven theories lying at the core of relationship marketing. Based upon this description, we illustrate how the theories can be used to determine the relative relationship friendliness of a consumer exchange situation. This should enable researchers to assess the added value of each theory to the particular consumer exchange situation that they are investigating.

Is gender stereotyping in advertising more prevalent in masculine countries?: A cross‐national analysis

The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people’s perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity – the UK and The Netherlands. The results indicate that a country’s masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.

Is gender stereotyping in advertising more prevalent in masculine countries

The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people’s perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity – the UK and The Netherlands. The results indicate that a country’s masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.

The Opening and Reading Behavior of Business-to-Business Direct Mail

Abstract Companies who are able to optimize their target audiences opening and reading behavior of commercial business-to-business mailings realize two objectives at the same time: increase response rates of these mailings and lift the level of exposure of their company, its products, and/or services. However, little is known about the way in which managers open and read direct mail pieces that are received at their offices. This study investigates the antecedents of and relationships between direct mail opening, reading, and response behavior in a business-to-business context and reports the results of a field experiment in which 60 Belgian managers participated. The study shows that manipulating envelope characteristics is the most effective way to influence business-to-business direct mail opening behavior. Segmenting and targeting appear to be key success factors for stimulating reading and response behavior. Mailing content characteristics were not related significantly to reading behavior, nor did mail pressure affect opening behavior.