The relational benefits of personalized communications in an online environment

Dantas, DC; Carrillat, F

The relational benefits of personalized communications in an online environment

Dantas, DC Carrillat, F

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Publication Type:: Journal Article
Citation:: Canadian Journal of Administrative Sciences, 2013, 30 (3), pp. 189 - 202
Issue Date:: 2013-01-01

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Field	Value	Language
dc.contributor.author	Dantas, DC	en_US
dc.contributor.author	Carrillat, F https://orcid.org/0000-0001-6188-1372	en_US
dc.date.issued	2013-01-01	en_US
dc.identifier.citation	Canadian Journal of Administrative Sciences, 2013, 30 (3), pp. 189 - 202	en_US
dc.identifier.issn	0825-0383	en_US
dc.identifier.uri	http://hdl.handle.net/10453/28633
dc.description.abstract	This research investigates how personalized communications enhance customer-company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word-of-mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.	en_US
dc.relation.ispartof	Canadian Journal of Administrative Sciences	en_US
dc.relation.isbasedon	10.1002/cjas.1254	en_US
dc.subject.classification	Business & Management	en_US
dc.title	The relational benefits of personalized communications in an online environment	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	30	en_US
utslib.for	1503 Business and Management	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	30	en_US

Abstract:

This research investigates how personalized communications enhance customer-company relationships, which ultimately produce favourable marketing outcomes. Two factors were manipulated in an online experiment: the perceived effort made by customers to obtain a personalized newsletter (high vs. low) and the level of relevance of the message (high vs. low). The results indicate that perceived effort positively affects calculative commitment (even more so for highly involved customers), while the level of relevance of the message increases affective commitment. In addition, the interaction between perceived effort and message relevance has significant effects on calculative and affective commitment. Finally, affective commitment partially mediates the relationships between relevance and both loyalty and word-of-mouth intentions. Managerial implications regarding the best usage of personalized communications are discussed. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/28633