occasional paper 2004/3

Amjad Hadjikhani & Anna Bengtson

An Interaction Model
for Consumer-Retailer Relationships

Department of Business Studies

Uppsala University

2004
 Amjad Hadjikhani & Anna Bengtson

An Interaction Model
for Consumer-Retailer Relationships

Department of Business Studies

Uppsala University
June 2004
 An Interaction Model
for Consumer-Retailer Relationships

Abstract:
Repurchasing is one of the crucial marketing areas that has recently occupied the attention of
both researchers and marketing managers of retailers. While most consumer-retailer
relationship studies concern the behaviour of either retailer or consumer, this article develops
a notion of the relationship as an interactive phenomenon that needs an integrative approach
in which the characteristics and behaviour of both parties are taken into consideration. By
using the relationship theory to expose the repurchasing behaviour of consumers, the attempt
is to further enlarge the understanding of relationship interdependencies between retailers and
consumers. The discussion put forward in this article is based on a research proposal and
application that formed the starting ground for a larger research project at the Department of
Business Studies at Uppsala University. The research project involves four senior staff and
three doctoral candidates and was started in 2003. The purpose of this article is to develop an
interaction model for relationships between consumers and retailers based on earlier research
in the area, thereby opening up a new research field. This model will in future years be used
for empirical studies of both a qualitative and a quantitative nature, which may further revise
and / or confirm the statements made here.

KEY WORDS: Repurchasing; Interaction model; Retailer-Consumer Marketing;

Relationship Interdependencies; Commitment and Trust
Introduction
A recent study on three large retailers located in a large Swedish city with a total sale value of
134 M.Skr. (about 17 M.US Dollars), and with about 12 thousand products, discloses an
interesting fact on consumer-retailer interaction. The study indicates that more than 90% of
the firms´ total purchases value was accounted for by less than 30% of the consumers. In this
group, 50% of the total sales were conducted to only 10% of the consumers. Such evidence
reveals the importance of a small percentage of the consumers, and also acknowledges the
importance of more personalised marketing activities directed towards this vital consumer
group.
The relationship approach introduced in this study is based on an interaction
view of marketing in which the activities of both parties are taken into consideration. It relies
on the basis that partners have a mutual interest in the continuance of the relationship (Mittal
& Lassar, 1996). While the majority of consumer marketing research relies on economic
theories and focuses either on consumers’ or on firms´ marketing activities, this study is
inspired by relationship marketing and interaction theories grounded in the social science
theory. Repurchasing is expressed by the view that the partners have a relationship that could
have been avoided. This study extends the relationship proposal of researchers like Dwyer et
al. (1987) and Fournier (1988) regarding the buyer-seller relationship, to also address the
consumers´ interaction with retailer firms. While industrial marketing studies (e.g.
Håkansson, 1982) often emphasize the integration of both supplier and customers´
characteristics, consumer relationship marketing disregards this crucial aspect. An integration
of these characteristics into a relationship-based model can increase our understanding of the
consumer market.
There are conceptual views, such as relationship interdependence, commitment
and trust, that are extensively explored in industrial marketing, but which have seldom
attracted researchers in the consumer-marketing field. (Among the few, see Smith, et al.,
2003). Relationship interdependencies between the two parties are, in industrial marketing,
explained as being composed of complex exchanges containing both economic and social
dimensions (See e.g. Håkansson & Snehota, 1995). An application of these concepts in the
consumer market may facilitate an understanding of why, for example, we as consumers
mostly buy our products from the same shop, or why we change our purchasing behaviour.
This article follows studies like Sheth & Parvatiyar (1993, 1995) and Bagozzi (1995) that
suggest relationship marketing, and also Eriksson & Hadjikhani (2000) that claim a perceptual

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relationship between consumers and firms or products, and attempts to develop a theory on
the subject of consumer-retailer relationships.

Research Problem
As noted previously, researchers have seldom elaborated on any analytical tools to investigate
interaction of both retailer firms and consumers, and have, thus, not developed notions that
uncover the interaction of both parties. This knowledge gap indicated a need for research-
based studies generating knowledge pertinent to an understanding of the interaction between
the two. The purpose of this study is to develop such an approach, i.e. an interaction model of
the relationships between consumers and retailers. This will, hopefully, help to better
understand the interdependencies between the parties, and thus why some relationships are
long-term and others transactional (short term). It will also increase our understanding of how
firms and consumers interact and what factors make either party avoid or leave a relationship
of this type. The interdependencies that are created in the relationship are fundamental and
can be explained as the glue that binds the two parties to each other.
Questions about consumer-retailer interaction can be approached with different
types of conceptual tools. Among these analytical disciplines, one is constructed on behaviour
theory (Villanueva, 2002; Rook, 1985; Mowen & Weiner, 1987) and another relies on
marketing mix theory (Kotler, 1996). Both these disciplines, however, restrict the relationship
view as they hold a one-dimensional perspective on marketing. They are mainly concerned
with an analysis of the behaviour of consumers or of firms, but not with both simultaneously.
One important proposal of Sheth & Parvatiyar (1995), Gruen (1995) and Hadjikhani & Seyed-
Mohammed (1997) is the introduction of the concept of relationships in consumer marketing.
Unlike service or industrial marketing relationships, the consumer relationship is based on an
indirect construction. Consumers initially encounter the product or gain a visual image of the
product. They do not necessarily have a direct interaction with the seller. Regardless of
whether the interaction is direct or indirect, any action of the retailer or of the consumer will,
however, affect the other party (Ericsson & Hadjikhani, 2000).
To summarise the research problem; this article follows a trend in consumer
marketing as it introduces the concept of relationship interdependencies between the
consumers and retailers in order to better understand acceptance/avoidance of a retailer firm,
and the marketing actions of the retailers. The model that will be developed can add to our
understanding of consumers´ behaviour (Sharma & Krishnan, 2002). The research project in

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which it will be used will also generate new knowledge on how and why consumers behave in
specific ways, and how retails may act in order to retain consumers.

Previous Studies
The consumer is one of the most widely studied and embraced constructs in marketing. Over
the last two decades, more than 20,000 academic articles have been published on this topic.
Models and views presented in these articles are concerned with subjects like consumer
behaviour and perception (Kotler, 1996; Biswas & Burton, 1993; Spreng & Olshavsky, 1993).
Other articles develop marketing views on subjects like consumer satisfaction, repurchasing,
and increasing sales (Channon, 1985 and 1987; Andreason, 1977; Westbrook, 1980).
Avoiding views like relationship interdependency, they introduce conceptual tools for
investigating market success by emphasizing management strategies such as brand image
strategies (Roth, 1995; Park et al., 1986); and a differentiation of brand image strategies
(DiMingo, 1988; Reynolds & Gutman, 1984). Strategy studies allot an active role to the
vendor, and the media is presented as a marketing tool for a variety of promotions for positive
change in consumer perception in general (East, 1990). In this field, except for a few studies,
the researchers do not uncover the importance of the consumers’ actions.
Focusing on the market activities of the firms, the studies above hold a positive view
towards the impact of retailer firms on consumers (Kotler, 1996; Biswas & Burton, 1993;
Spreng & Olshavsky, 1993). These views, which still have an extensive influence on
researchers, fall into the traditional marketing paradigm - marketing mix theories. In this
plethora of views, since the early years of the 1960s, there has been a domination of the 4Ps
(Kotler, 1996), which are far from the views on relationship or interdependency. Employing
economic theories, consumer marketing is explained by the marketing efforts of the producers
or retailers. In this paradigm, as Stewart & Pavlou (2002) state, there is a large number of
studies on aspects like advertising and communication (Stewart et al., 1983; Stewart et al.,
1985). The focus of the researchers is on the bilateral actions of the producers and retailers.
This paradigm is mainly based on a one-way view, the marketer acts and the consumer
responds.
Against this research background, marketing studies initiated a new research arena
concentrating attention on relationship marketing. In the context of the buyer-seller
relationship channel, sales management (Swan & Nolan, 1985), and service marketing (Berry,
1983; Grönroos, 1990; Woodside et al., 1992), researchers have contributed a significant

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amount of knowledge to the consumer marketing research field. Broad ranges of concepts
have been suggested. At one end of the spectrum is the concept of strategic marketing actions
seen in studies such as McKenna’s (1991) on strategic success, Sarath et al., (1996) on
personal selling and Sarath et al. (1996) on marketing by the sellers’ influential activity. At
the other end are the behavioural concepts found in such studies as Barrett-Lennard’s (1962)
and Churchill et al. (1990) on empathy and consumer perceptions.
In this field of studies however, researchers avoid dividing consumers on the basis of
importance for the retailers, and a pure relationship view is suppressed. For example, despite
proclaiming to use a relationship approach, they have selected a one-dimensional approach.
They study the relationship by considering firms’ marketing activities. Some researchers are
more explicit when they explore the relationship concept. They suggest that studies on
relationship need to devote more attention towards concepts like company features, brand
name, and trust (Shimp et al., 1993; Turley & Moore, 1995) or consumers’ attachments (East,
1993). These studies treat the subject of relationship implicitly, and despite the researchers’
emphasis on dyadic relationships, chose either the consumers’ or the firm’s perspective. In
addition, empirical studies in the field are conducted with facts from only one side of the
relationship. When conceptualizing, the dominating elements are economic factors, and the
relationship perspective is explored by the market actions of the producers and retailers.
In the search for an integrative and common conceptual ground, Dwyer et al. (1987) or
Sheth & Parvatiyar (1995) justify using a relationship model and related concepts for studying
consumer marketing. In further developing this line of research, researchers like Duncan &
Moriarty (1998) and Ahluwalia et al. (2001) introduce theoretical models based on
communications, trust and commitment to integrate variables like price, loyalty, consumer
service, relationship-transaction and brand name. One essential aspect in the relationship
approach is an understanding of the characteristics and behaviour of both consumers and
firms. Relationship marketing studies have provoked controversy over their lack of an
integrative approach. The postulate is that marketing researchers, instead of developing a
common conceptual ground for both retailers and consumers, place their emphasis on either
the consumer or the firm.
An interesting contribution of some of these studies to this research is the use of the
behavioural elements, like trust and social interactions, that are components of an interaction
view. The subject has explicitly come under the attention of researchers in different areas of
marketing research (see for example, Mittal & Lassar, 1996; Yen & Kong, 2002; Yang et al.,
2003; Rowley & Slack, 2001). The efforts of researchers like Campenhausen & Lübben

5
(2002) are among the few that deal with the subject of personalization in consumer marketing.
With regard to studying the consumer market, these researchers state the need for new
analytical tools for the notion of relationship interdependency that integrates both parties’
activities into one single approach.

An Integrative Approach
As defined, market activity for generating relationships is the glue that constructs the
interdependency between two parties. It rests on understanding the activities and behaviour of
both the involved parties (Campenhausen & Lübben, 2002.) While industrial marketing
studies (see for example the study of Håkansson, 1982) extensively emphasize actors´
characteristics, consumer relationship marketing disregards this crucial aspect. A direct
application of the characteristic dimensions of industrial actors on consumers is however
difficult. A crucial benefit of the traditional marketing mix theory (see for example Kotler,
1996) to this study is, therefore, its emphasis on the characteristics of the firm and, especially,
of the consumers. Topics like consumer age, income, need, and retailers’ and producers´
investment in advertising and service, are just a few dimensions used to thoroughly analyse
the characteristics of consumers and retailers. It is true that, in these studies, they treat the
characteristics of these actors in isolation from the other party, but they elevate the importance
of characteristics that consumer relationship marketing disregards. Infusion of the
characteristics of the actors (consumers and retailers) into a relationship model can deepen our
understanding of relationship interdependency. This demands knowledge of the two
interacting parties, of their resources and strategies, and of the investments that they commit
to keep the relationship alive.
The interaction model for the consumer-retailer relationship also incorporates
the two fundamental aspects of commitment and trust. These two constructs are tools to open
up the relationship content. The degree of commitment and trust in the relationship
determines the degree of interdependency between the retailer and the consumer. While a
high degree of commitment and trust generate strong/high interdependence (long-term
exchange relationship), a low degree of commitment and trust is inherent with weak/low
interdependency (transactional short-term exchange). Commitment and trust are tools to
measure the retailers’ and consumers´ input and outcomes in the relationship. They disclose
the degree to which each actor is willing to sacrifice resources and generate trust, which is
necessary for consumers´ repurchasing. These concepts are extensively explored in industrial
marketing (see for example Anderson & Weitz, 1992; Morgan & Hunt, 1994; Hadjikhani &

6
Ghauri, 2001), but have only attracted researchers in consumer marketing in recent years (see
for example Duncan & Moriarty, 1998; Ahluwalia et al., 2001). Following the constructs
discussed above, the model presented in this article is based on the characteristics of the
actors and the behavioural elements of commitment and trust in the relationship. Relationship
interdependency, besides the essential component of product exchange, is explained as being
composed of complex exchanges containing both economic and social dimensions.
Relationship interdependency simply defines why, for example, we as consumers buy our
products mostly from the same shop.
The interaction model of consumer-retailer relationship is illustrated graphically
in figure 1 below. The model is constructed of the four components of (1) product attributes,
(2&3) partners´ (retailers´ and consumers´) characteristics, and (4) the exchange
relationship, which will all be further discussed in the following section.

Relationship Interdependency
Transactional: Purchasing/Avoidance
Relational: Commitment and Trust/Distrust
Retailer Consumer

Characteristics Product Characteristics

-Strategy Attributes -Preferences
-Resources -Resources
-Capabilities -Capabilities

Figure 1: An Interaction Model for Consumer-Retailer Relationships

(1) Product Attributes in the Exchange: The relationship interdependency is constructed,

first of all, on the content of the exchange between retailers and consumers. While the other
three components (mentioned above) reflect the activities and behaviour of the actors and
their relationship, this aspect is instrumental and considers the content of the product cues.
Product attributes encompass factors like physical/service, high/low quality, unique/ standard,
complex/simple, high/low price, long/short lived. The attribute of the products offered for an
exchange affects the selection of the retailer. Consumers may prefer to make an exchange
with one specific shop for the service quality that they gain, as they avoid other shops offering

7
products with low price and low quality (See for example, Villanueva, 2002). In cases where
consumers buy a complex and unique product with a long life and invest a great deal of
resources, their attention is directed towards shops in which they can obtain guarantees and
information through social interaction.
Product attribute as a contextual factor also affects other aspects such as the commitment
of the actors. Some researchers even claim that a special feature in consumer markets is that
the consumers encounter the products rather than the sellers (Rice et al., 1996). Some product
attributes, like the brand name of the shop or products, are intangible (Duncan & Moriarty,
1997; Swaminathan et al., 1996). Reputations for products with high quality, brand name or
country of origin are intangible resources; no matter which shop is involved. A retailer firm
with a connection to producers with strong product cues (high quality, with a brand name) can
generate trust in its relationship with consumers to strengthen its interdependent relationship
(Pettijohn et al., 1995; Chaudhuri & Holbrook, 2001). A consumer can easily turn to the
retailer firm that offers the product about which he knows the quality and brand, but which
has a lower price. Retailer firms that are close to each other from the consumers’ perspective,
like purchasing by post or via the internet, reflect the aspect of partners’ characteristics, for
example, lower prices on the internet can persuade consumers to learn how to manage internet
shopping (Foucault & Scheufele, 2002).
The consumers’ choice of a retailer depends to some extent on a combination of several
product attributes that are offered by different retailer firms. The preference of consumers
towards product cues, like service by social interaction, is widely discussed in consumer
marketing (Sharma & Krishnan, 2002). The researchers opposing, for example, the internet as
a retailer channel, cite the lack of social interaction in this retailer type. However, product
attributes also reflect other areas like service dimensions that become included in the offered
products.

(2) Characteristics of the Retailer Firms: The next crucial aspect in the integrative approach
is the characteristics of the retailers. The factors of strategy (Sheth & Parvatiyar, 1995; Kotler,
1996), resources and capability of the firms to use resources (Biswas & Burton, 1993;
Sharma & Krishnan, 2002) explain the characteristics of retailers. Strategy reflects the aim of
the firms to reach consumers. One retailer can aim to compete with price and short-term
transactions –transactional-, and another may have the goal of building an image and loyalty
needed for a long-term exchange – relational- with consumers (repurchasing). Jackson Bund

8
(1985) was among the first writers to suggest that the transaction-relationship approach can be
applied to consumer marketing.
The aspect of resources covers a number of areas. Some, like available technological and
manpower systems and physical resources (such as the disposable product groups in shops, or
the physical location of the shops), are tangible resources (Ruth & Simonin, 1995). Retailers’
trade name or the images that consumers perceive are among the intangible resources.
Whatever the type, with these resources the firms commit themselves towards consumers.
Low resource input for the generation of image affects the degree of commitment towards
consumers and also the degree of interdependency reached.
In this model, market knowledge is another element of the firms’ resources. Knowledge is
constructed on the retailer firms’ market information and experience in interaction with
consumers and connected firms (Menon & Varadarajan, 1992). Formation and adaptation of
shops’ physical condition or product group, for example, requires knowledge of the
consumers’ preferences and capabilities. Knowledge can simply be divided into general and
specific knowledge. The general knowledge concerns the needs of the consumers as a larger
collection and the ability of the retailers to satisfy these needs. This knowledge can easily be
perceived by all retailers. Specific knowledge reflects particular aspects of the market and is
germane to the creation of a unique position for the firm. The more specific the market
knowledge is, the more individual will be the firms’ commitment to certain customers.
Adaptation of the retailers’ allocated resources towards each important consumer group or
even towards individual consumers strengthens the relationship between the retailers and that
specific group of consumers or that consumer.
There are differences in allocated resources between the retailer firms. While personnel,
physical atmosphere and geographic location are vital resource areas for some shops, the
product price, lower personnel service, etc, are important for other shops. These differences
affect the organizations of these retailer firms, as they require different manpower,
organization structures and product stocks. Consequently, differences in the extrinsic cues of
the product exchanged are raised. Price and services supplied by these two types of suppliers
can become different (Osmonbekov et al., 2002). Those in favour of the internet, for example,
stress the adaptation capability of the technological resource towards consumers´ preferences
(Parasuraman & Zinkhan, 2002), and those in favour of physical shops immediately respond
by pointing out its shortcomings with regard to personal interaction (Sharma & Krishnan,
2002).

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 One crucial aspect worth mentioning is the retailers’ connection to other actors. Retailers’
relationships with firms like producers and distributors, possessing brand name or high quality
products, are another dimension in their resources. Retailers have relationships to these actors
in their environment and are thus embedded into a context that affects what they can and
cannot accomplish (their capabilities) in the focal consumer relationship.

(3) Consumers’ Characteristics: Understanding the characteristics of the consumer is another

crucial aspect in the relationship interdependency. This aspect is well elaborated in the text of
consumer marketing literature (see for example, Stewart et al., 1983; Stewart & Pavlou, 2002).
The main track in the traditional consumer marketing studies deals with each characteristic
separately. The consumers’ characteristic in this model is explained as consumer preferences,
available resources (like income) and their capability. Consumers’ preferences as well as their
resource possessions and capabilities are affected by their connections or relationships to
others surrounding them, such as family, neighbours and work mates. These connected actors
have been marked as circles above the consumer in Figure 1, and form the context into which
the consumer is embedded.
Preference encompasses aspects like the consumers’ needs or wishes (see for example
Bolton and Drew, 1991; Zeithaml, 1988). Consumers may wish to buy luxury products, but the
available financial resources (for example level of income) and capability in using resources
can hinder the attainment of such a preference. Consumers gratify their preferences on the
basis of; a) product cost (price), b) product quality and c) prestige that they can gain (Grewal et
al., 1998; Bolton & Drew, 1991). Resource factors like, a) low/high income, and/or b)
knowledge (for example, degree of education or knowledge and experience, and age), affects
the consumers’ purchasing commitment.
There are a number of studies that connect the consumers’ behavioural difference to levels
of knowledge and income. Lack of product knowledge can simply generate distrust and
avoidance of one retailer (Villanueva, 2002). While some consumers have their preference
only towards the product cues of price and quality, others can have a preference towards
product attributes like quality; service incorporated with social interaction. Consumers may
also see the products as a means of generating prestige and manifesting their social class
(Grewal et al., 1998). Hence, in their preferences, consumers can evaluate the exchange
products not only for the functional values, but also for the side values.
The capability of consumers is the ability to use available resources to attain preferences.
Consumers can become committed to a relationship and, despite distrust, not be capable of

10
changing retailers. Consumers’ resistance to changing behaviour can be based on a) the
perception of interdependency in the existing relationship, b) the problems that they perceive
inhibit the alternative relationship. Bank customers, for example, despite their knowledge
about the disadvantages in their existing interaction with their banks, can have difficulty in
changing to other banks. Similarly, in cases like insurance companies, the firms interlock
consumers into a type of interdependent relationship which is difficult for consumers to break.
Hence, consumers may perceive changing behaviour as burdensome and uncertain.

(4) Relationship Interdependency: This last aspect of the model is constructed on both
actors’ activity and behaviour. Interdependency, besides the characteristics of the actors, is
also constructed on how the consumers and retailers interact, i.e. whether the relationship is
strong or based on a simple transaction. In the context of this model, the level of
interdependency is explored by the actors’ commitment and trust. The degree of physical and
social input of the actors affects interdependency, and, thus, determines if the consumers will
return for repurchasing or not. As mentioned above, the research model demonstrates that
parties can refuse interaction with one retailer or that the interaction can have a transactional
nature -a short-term exchange of product and financial resources. The interaction can also
have a relational nature - long-term and repetitive exchange (Dwyer et al., 1987), a case
where the interdependency is high. While the first type of exchange refers to an isolated
episode in preference and strategy, the second type implies a strong interdependent
relationship where the parties are committed to adapting their behaviour (Garbarino &
Johnson, 1999; Duncan & Moriarty, 1998). Imbalance in the adaptation of one party generates
distrust and will often lead to dissolution of the relationship. However, mutual high or low
adaptation reflects the continuum of transaction in the relationship. Adaptation is related to
the degree of commitment and trust of the consumers and retailers, and that generates
interdependency (Garbarino & Johnson, 1999).
Commitment is the construct of investment and activities bonding the interacting parties
to each other (see, for example, Salancik, 1977), and relationship trust is the willingness of the
actors to stay in a relationship (Morgan and Hunt, 1994). Commitment of the stores involves,
for example, investments in the service to customers, the training of salespeople to satisfy the
consumers, store investment, the type of products in the shop, etc. A high commitment of the
consumers towards a retailer is an enduring desire to maintain a valued relationship. This
reflects, beside the instrumental investment in purchasing products, also their loyalty (Smith
et al., 2003; Chandrashekaran & Grewal, 2003; Garbarino & Johnson, 1999). Accordingly,

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aspects like consumer loyalty are tied into commitment, a wider notion which permits the
analysis of several interrelated aspects.
Commitment and trust generate interdependency, and the state of these sacrifices by the
involved parties engineers the degree to which the links can be short or long-lived (Lincoln,
1982). Retailer firms, with their means of communication, become committed to their
customers to provide and deliver products with specific attributes (give and known price,
quality, service etc.). This also means that retailer firms and producers are committed to each
other, as producers are to deliver products with the extrinsic and intrinsic cues that consumers
are expecting (Chaudhuri & Holbrook, 2001). Thus, producers are directly or indirectly
committed towards consumers. Producers and retailer firms commit themselves to delivering
products and satisfying the consumers. Interdependency depends on how the parties sacrifice
specific resources for each other. The proposition extends the price and advertisement
assimilation and involves aspects like involvement of parties in the exchange
(Chandrashekaran & Grewal, 2003). Their commitments are to generate trust, establishing
repurchase and stability in the relationship. Virtual shops, for example, with connections to
producers of brand name products, lower prices, and more effective communication, can more
easily compete with physical shops. This also implies a high interdependency of virtual shops
to such firms.
Time and knowledge devoted to learning about a retailer and their individual service are
among the investments that consumers commit into a relationship with a retailer. Consumers,
when abandoning a relationship (changing their retailers), lose their commitments to the
former relationships and have to conduct new resource input into the new retailer relationship.
In addition to the financial input, consumer commitment is to learn and adapt themselves to
the formal or informal relationship rules. When changing to another retailer firm, consumers
may need to adapt their behaviour. By turning to Internet shopping, for example, consumers
need to adapt themselves towards computer technologies, programs, web sites and seeking
knowledge. Adaptation embraces not only the available resources in terms of computer and
programs investment, but also the knowledge required to operate the system and deal with the
technological problems. A program that, for example, requires a high level of operative
knowledge from the consumers can generate distrust, which makes the consumers stay in or
return to their old relationships.
Relationship commitment can have different dimensions. While research in marketing
presents firms’ investment in technology and production facilities as the determinant factor in
the relationship (see Parasuraman & Grewal, 2000), studies like Scheer & Stern (1992)

12
introduce other aspects like calculative commitment (see also Morgan & Hunt, 1994).
Calculative commitment reflects aspects like having an exchange with one retailer for
economic reasons. It can also highlight the fact that consumers may stay with one retailer and
have a long-term relationship with one shop because of the product attributes, such as price,
and not because they trust that retailer. To challenge transactional behaviour of consumers,
marketing actions of retailers need to bind consumers by means other than price. The
presumption is that the needs of consumers are not only based on economic gains but also on
their need for social interaction or an assortment of products with well established names and
images. They make a commitment by recruiting personnel and having a relationship with
producers of well-known products. Such commitments will generate trust, which is the glue
for a long-term relationship.
Instead of actions for building an interdependent relationship, firms can undertake actions
to build transactional interactions. In competition, some retailers advertise and put the
emphasis on the economic gains of consumers, competing with others on the basis of price.
The practice of marketing effort, for some firms (both retailers and producers), with
advertisements is to inform consumers of their prices. A crucial question is whether such a
commitment can generate relationship continuity (see the new efforts of authors like
Garbarino & Johnson, (1999) or Duncan & Moriarty, (1998) and Chaudhuri & Holbrook,
(2001). Any relationship based solidly on price bears a clear risk of being short-lived, as
commitments to generate trust and interdependency are missing and the appearance of a
“better deal” will lead to a change of retailer.

Final Comments
As discussed in the first pages, researchers or firms’ managers seldom touch on the subject
that looks at the consumer market with an integrative approach. Adaptation of relationship
theory implies views that integrate both consumers and retailers. A simple illustration
exhibited that more than 90% of some retailers’ sales were made to less than 30% of their
consumers, which manifested the importance of this vital aspect in mass marketing. In other
words, the consumer market, similar to industrial and service markets, can benefit from
marketing tools that take repurchasing and interactive aspects of marketing into consideration.
Against the view of market homogeneity and mass consumer marketing activity, relationship
interdependency is based on a view of market heterogeneity. It implies actions on the basis of
the degree of importance of the consumers. This postulation guides us as researchers and
managers to divert the views and marketing activities from the total mass of consumers

13
towards the important consumers. The relationship interdependency view opens a new
research arena and provides new marketing tools for researchers and managers.
In this model, relationship encompasses commitment and trust, attaching partners for a
long-term exchange interaction. As an effort to contribute some knowledge to this field, this
article aimed to provide a theoretical view on consumer-retailer relationships. Avoiding a one-
dimensional approach, the integrative nature of the model incorporates both consumers and
retailers. The prevailing relationship studies in the consumer market suffer from being mass
consumer oriented, and do not differentiate consumers on the basis of their importance. When
marketing is by advertisement, for example, consumers do not recognize it as being done for
‘me’. While consumers are searching for retailers that treat them specially, the benefit of
general marketing becomes limited. Applying heterogeneity to diversify marketing actions
increases researchers’ ability to deepen their understanding of the consumer market and
extends the range of effectiveness in the marketing actions.
The relationship model introduced in this article contains the four constructs of a)
product attributes, b and c) retailer and consumer characteristics, and d) relationship content.
These four analytical constructs have been integrated in order to develop a research arena for
relationship marketing studies. While the first three constructs envelop the actors’
characteristics and products’ nature, the fourth construct, with its commitment and trust
elements, elevates the retailers’ and consumers’ market activities and outcomes. Commitment
rests on the parties’ input into the relationship and trust/price-buyer explains how these parties
are bound to each other. In order to measure the strength in the relationship, the conceptual
tool of interdependency, which has its basis in the commitment and trust, manifests whether
the consumers stay in the relationship and repurchase the products or leave the relationship.
The subject of relationship interdependency concerns a very crucial area in consumer
marketing research. It is passing its first stage of development, and needs serious attention and
further research. An infusion of actors’ characteristics and behavioural elements like trust,
which also enrich the relationship perspective in consumer marketing, can open new doors to
deepen our understanding of mass consumer markets.

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References
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on the Spillover Effect of Marketing Communications”, Journal of Marketing Research,
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