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Article
Publication date: 23 August 2021

Farid Ahmed, Felicitas Evangelista and Daniela Spanjaard

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international…

357

Abstract

Purpose

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.

Design/methodology/approach

The model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.

Findings

The results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.

Originality/value

The study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

Details

International Marketing Review, vol. 38 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 3 June 2014

Daniela Spanjaard, Louise Young and Lynne Freeman

The purpose of this article is to show how the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey…

3824

Abstract

Purpose

The purpose of this article is to show how the application of multiple qualitative methods reveals insights into grocery shopping that cannot be captured via traditional survey methods.

Design/methodology/approach

A mixed-method approach was applied where the results of one technique provided the guidelines for the next as a way to understand how decisions are made within a grocery store. A mail survey started the process which subsequently presented input for the focus group, leading to videographic observations, depth interviews and consumer diaries.

Findings

The results show that many decisions in the grocery store are not driven by the store environment but rather by emotional connections to the brand. This suggests that using behavioral and attitudinal surveys to understand this perspective may not adequately capture important aspects of grocery buying. Instead, consideration must be given to alternative methods which offer the shopper freedom to discuss what is important to them in terms of product selection.

Research limitations/implications

This study is unique in applying multiple qualitative methods to an environment that is often overlooked as a source for meaningful insights into consumer decisions. The ability to use methods such as videography and self-assessment provides consequential reasons behind consumer behaviour rather than just statistical measurements of this.

Practical implications

The results make a note of caution for retailers. Radical changes to brand offerings (e.g. deleting lines) and accessibility to preferred products (e.g. out of stocks, store layouts) runs the risk of potentially isolating regular customers. Our research shows that when a favorite product is not available, a substitute is not likely. Instead respondents tend to go to another store that does stock their brand, or they buy a smaller, cheaper product to “make do” until the next shop. Neither option is a good outcome for the consumer, the manufacturer or the store.

Originality/value

This study will show that for grocery buying, not all decisions are rational where the use of available information is what drives the final brand choice. Instead, consumers display evidence of emotion that one research method in isolation is unlikely to adequately capture.

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Available. Content available
Article
Publication date: 21 September 2015

Cleopatra Veloutsou and Francisco Guzman

204

Abstract

Details

Journal of Product & Brand Management, vol. 24 no. 6
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 3 June 2014

Andrew Lindridge

124

Abstract

Details

Qualitative Market Research: An International Journal, vol. 17 no. 3
Type: Research Article
ISSN: 1352-2752

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