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 brand

which produces and sells a range of natural skincare, haircare, body care

and make up products (Liz Earle (a) 2017). LENAS focuses on producing

high quality products using the finest natural ingredients as well as

offering exceptional customer service and advice where the consumer

sits at the heart of the company (Liz Earle (a) 2017).

This paper explores the concepts of relationship benefits, shared values

and satisfaction as antecedents of affective commitment and word-ofmouth

communication in the context of LENAS. Using both academic

literature and an adapted framework, these antecedents and LENAS’s

current relational approaches are examined, identifying their ability to

drive affective commitment and word-of-mouth communication.

Recommendations based upon the framework will advise LENAS how it

can effectively increase and maintain affective commitment and word-ofmouth

communication.