Consumer-Retailer Relationships from a Multi-Level Perspective

Consumers get an image of stores after evaluating its brands, personnel and other general elements. However, literature on consumer-retailer relationships from a multi-level perspective is scarce. This paper proposes a model that comprises three interrelated levels of trust and satisfaction-with store brands, the personnel and the firm-and also shows the influence of trust and satisfaction on affective and temporal commitment to the store. Results confirm there is a transference process between trust levels and between satisfaction levels, support the relationship between trust and satisfaction in each level and stress the interpersonal level as the one that will more probably engender affective and temporal commitment. (C) 2005 by The Haworth Press, Inc. All rights reserved.