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Cooper (p. 23-32)

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JOURNAL OF MANAGEMENT POLICY AND PRACTICE

Critical Analysis of Seller-Customer Bonding: Perception,

Retention, Orientation and Status

Author(s): Madhurima Deb, Ewuuk Lomo-David

Citation: Madhurima Deb, Ewuuk Lomo-David, (2013) "Critical Analysis of Seller-Customer Bonding: Perception, Retention, Orientation and Status," Journal of Management Policy and Practice, Vol. 14, Iss. 1, pp. 90 - 104

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Can customers’ positive perception towards retailers’ retention orientation, as evident from store level

attributes, be sufficient in creating long-term relationship bond? Customers’ behaviour and perception

were explored using questionnaire administered at organized apparel retail outlets in cosmopolitan

Indian cities. Though empirical evidence suggests that customers’ positive perception is important in

determining long-term relationship, customers’ own value systems such as status in society, shaped by

motivation, determine desire to have long-term relationship. Our study reveals two factors influencing

long-term relationship to be customers’ tendency to make economic purchase coupled with projection of

social status in the society via consumption.