Understanding the quality of relationships in consumer services : A study in a retail environment

Purpose – The purpose of this study is to examine consumer perceptions of their shopping experience in a retail environment. Design/methodology/approach – Based on the literature, a model of relationship strength is developed and empirically tested with a sample of consumers in a chain departmental store setting in Victoria, Australia. The model investigates the effect of service quality, trust, and commitment on relationship strength. The model then seeks to explore the impact of relationship strength on attitudinal outcomes such as relationship quality and behavioral outcomes such as customer loyalty. Interrelationships among these variables are also considered. The data are analysed using LISREL VIII as the proposed research model consists of a simultaneous system of equations having latent constructs and multiple indicators. Findings – Overall, the findings were consistent with hypotheses from the marketing/management literature. Empirical support is provided for the relationship between service quality and trust. Research limitations/implications – Although this study found significant relationships between the constructs in the research model, it should be taken into account that the levels of variance explained are relatively modest given the large sample size. In addition, the relationship strength model was tested using a cross sectional design making casual assessments difficult. Originality/value – The research findings could be generalized to services that share some common characteristics with regard to the nature of customer relationships in the retail industry, for example, banking, accounting, and insurance services.