How customer self-determination influences relational marketing outcomes: evidence from longitudinal field studies
self-determined (versus firm-determined) customers showed more relational behaviours and higher purchase motivation; a stylised reminder coupon, viewed as controlling, had negative effects, and automatic enrolment in a relational rewards programme, viewed as informative of the customer's value to the firm, had positive effects on self-determined customers; firm-determined customers less influenced in both cases.
self-determined (versus firm-determined) customers showed more relational behaviours and higher purchase motivation; a stylised reminder coupon, viewed as controlling, had negative effects, and automatic enrolment in a relational rewards programme, viewed as informative of the customer's value to the firm, had positive effects on self-determined customers; firm-determined customers less influenced in both cases.
Written from the abstract read 2026-10-14.
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Reproduced as it was written when this source was checked, figures and all.
doi:10.1509/jmkr.43.1.109. Abstract read: self-determined (versus firm-determined) customers showed more relational behaviours and higher purchase motivation; a stylised reminder coupon, viewed as controlling, had negative effects, and automatic enrolment in a relational rewards programme, viewed as informative of the customer's value to the firm, had positive effects on self-determined customers; firm-determined customers less influenced in both cases.