An analysis of Liz Earle’s relational strategies and their impact on affective commitment and word-ofmouth communication

Abstract

Liz Earle Naturally Active Skincare (LENAS) is a British beauty brandwhich produces and sells a range of natural skincare, haircare, body careand make up products (Liz Earle (a) 2017). LENAS focuses on producinghigh quality products using the finest natural ingredients as well asoffering exceptional customer service and advice where the consumersits at the heart of the company (Liz Earle (a) 2017).This paper explores the concepts of relationship benefits, shared valuesand satisfaction as antecedents of affective commitment and word-ofmouthcommunication in the context of LENAS. Using both academicliterature and an adapted framework, these antecedents and LENAS’scurrent relational approaches are examined, identifying their ability todrive affective commitment and word-of-mouth communication.Recommendations based upon the framework will advise LENAS how itcan effectively increase and maintain affective commitment and word-ofmouthcommunication.