... value WOM Long-term relationships Retailers heavily invest in programs like “loyalty schemes” or “customer clubs” to enhance perceived benefits and maintain long-term customer relationships (Mimouni Chaabane et al., 2024). These investments, known as relationship marketing investments...

... theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness...