An Examination of the Relationships Established Between a Whitewater Rafting Provider and Its Male and Female Customers

ABSTRACT

This study investigated the differences between females and males with respect to the way they developed relationships with a provider of nature-based tourism. The participants were 279 individuals who took a group on a whitewater rafting trip in the Southeastern United States. The findings indicated that looking at the resources exchanged between customers and provider can provide a theoretical basis for understanding customer relationships. In this study Resource Theory was used to conceptualize customer/provider exchanges. Results suggested that women and men tend to invest in their relationships with providers differently. Female customers received less status than males and also invested less love. Based on the findings it is suggested that using theoretical frameworks borrowed from the study of interpersonal relationships may prove useful in understanding customer/provider relationships. It is also suggested that marketers should develop differentiated relationship strategies when targeting females and males.

KEYWORDS:

• Relationship marketing
• gender segmentation
• resource theory