The ties that bind: An examination of consumption values at various stages of a relationship marketing program.
Item
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Title
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The ties that bind: An examination of consumption values at various stages of a relationship marketing program.
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Identifier
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AAI9605624
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identifier
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9605624
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Creator
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Long, Mary Margaret.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1995
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The major perspective of this study is that consumers participating in relationship marketing programs differ as to the importance of consumption values depending upon their stage of relationship with the service provider. Utilizing the theory of consumption values (Sheth, Newman, and Gross 1991a, 1991b), this study examined how values of consumers differed at six different stages of relationship with a seller. This was tested empirically on a sample of 1,438 infrequent and frequent business flyers who belonged to frequent flyer programs.;Ten scales were developed to measure the five consumption values. Relationship stages were based on social psychological definitions of personal relationships adapted to fit a marketing context. These relationship stages were measured by two behavioral variables (number of round trip flights taken and number of frequent flyer rewards received), and an attitudinal measure of commitment. Ten hypotheses were proposed which reflected how the consumption values changed in importance over the major stages of relationship with the seller.;The MANOVA and ANOVA results provided evidence that there were differences in nine of the values measures across all three of the originally proposed stages of relationship. Significant differences were also observed in the additional three stages which evolved from the analysis of the sample. In all, partial support was found for eight of the ten hypotheses. Thus, consumers in different stages of a relationship with a service provider do differ on consumption values.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
