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Organizational values, work norms, and relational role behaviours: an empirical retail assessment

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Abstract:

We apply the relationship-marketing concept to a retail setting in order to determine if customer-contact employees' relational role behaviours (RRBs) (consisting of both trust-building and attachment behaviours) have organizationally influenced antecedents. Using organizational culture and value–norm–behaviour linkage, we posit that organizational values (consisting of customer orientation, employee orientation, and financial orientation) influence work norms for customer retention (solidarity and role integrity) and, ultimately, RRBs. Hypotheses and a model which illustrates the relationships between the constructs are presented. A study is conducted in a US regional drugstore chain (n=246). LISREL is used to analyse the results. Six out of eight hypotheses are supported. The findings are discussed as well as managerial implications, limitations, and future research directions.

Keywords: ORGANIZATIONAL CULTURE; RELATIONSHIPS IN RETAILING; RETENTION STRATEGIES

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960050138958

Publication date: October 1, 2000

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