Skip to main content

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

Buy Article:

$53.17 plus tax (Refund Policy)


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.


Document Type: Research Article


Publication date: October 1, 2000

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Partial Open Access Content
Partial Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more