Do retail alliances enhance customer experience? Examining the relationship between alliance value and customer satisfaction with the alliance

Nacef Mouri, Vishal Bindroo, Jaishankar Ganesh

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

Abstract: This article evaluates the role of customers in the alliance equation. Using a combination of survey and experimental data, we investigate the role of value offered by retail alliances on customer satisfaction with the alliance. We find that customer value plays a mediating role in the relationship between customer experience with the alliance and customer satisfaction with the alliance. Results also show that the nature of this relationship differs based on the type of value offered by the alliance. Cognitive processing plays a more significant role when the alliance is of a functional nature, while affect plays a more significant role when the retail alliance is of a hedonic nature.

Original languageEnglish (US)
Pages (from-to)1231-1254
Number of pages24
JournalJournal of Marketing Management
Volume31
Issue number11-12
DOIs
StatePublished - Jul 24 2015
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing

Keywords

  • affect
  • alliance
  • cognitive processing
  • customer satisfaction
  • customer value

Fingerprint

Dive into the research topics of 'Do retail alliances enhance customer experience? Examining the relationship between alliance value and customer satisfaction with the alliance'. Together they form a unique fingerprint.

Cite this