The Impact of Customer Relationship Duration on Response to Promotional Messages

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责任编辑：嘉斌

School，Renmin University of China，Beijing 100872，China；2.Business School，Central University of Finance and

Economics，Beijing 100081，China；3.Business School，Nankai University，Tianjin 300071，China）

Abstract：In order to attract the consumption，a mass of firms send promotional messages to their customers regularly， which is easy to operate. The response rate to such promotional messages ，however，is notoriously low. These activities even make some consumers unsubscribe from message notifications. Therefore ，understanding which consumers are more responsive to such promotional messages is important for maintaining customer relationship. Based on the perspective of customer relationship management，the authors explore the impact of relationship duration on customer response behavior to promotional messages (including both click and purchase behavior). Results show that customers with longer relationship duration are less likely to click the promotional message，but they are more likely to make a purchase on clicking the message. The authors introduce acquisition mode and purchase frequency as two moderators to test the underlying mechanism of wearout vs. trust effect，and find that wearout explains the negative effect of relationship duration on click ，whereas trust explains the positive impact of relationship duration on purchase. These results not only have theoretical contributions for customer relationship management，group buying and consumer response behavior，but also provide managerial implications for guiding companies on how to push accurate and personalized promotional messages，improve the effect of promotion activities，and strengthen customer relationship.

Key words：relationship