A customer-service worker relationship model

被引:116
作者
Bove, LL [1 ]
Johnson, LW
机构
[1] La Trobe Univ, Sch Business, Bundoora, Vic 3083, Australia
[2] Mt Eliza Business Sch, Caulfield Junction, Vic, Australia
来源
INTERNATIONAL JOURNAL OF SERVICE INDUSTRY MANAGEMENT | 2000年 / 11卷 / 05期
关键词
customers; service levels; customer loyalty;
D O I
10.1108/09564230010360191
中图分类号
C93 [管理学];
学科分类号
12 ; 1201 ; 1202 ; 120202 ;
摘要
True loyalty, defined by a high relative attitude in addition to high repeat purchase, is an extremely valuable asset to the service firm - as the customer's search motivation for competitive alternatives is reduced he/she shows an immunity to the pull of competition and provides favourable word of mouth. A conceptual model presents the likely influence of customer relationships with service workers on the development of true customer loyalty to the service firm. It is suggested that strong customer relationships with a firm's service personnel lead to true customer loyalty to the service firm as positive attitudes towards service staff are transferred directly to the firm. In situations where a strong relationship develops between the customer and only one particular service worker, true loyalty to the service firm will be an outcome of high personal loyalty and therefore be dependent an the continued availability of the service worker. To assist managers in encouraging relationship development between high value customers and their service personnel, Potential antecedents of relationship strength have been identified These include: the amount of perceived benefits/rewards the customer receives from the service worker, the age of their relationship, the service contact intensity, the customer's perceived risk in acquiring the service, the customer's interpersonal orientation and the service worker's customer orientation as perceived by the customer.
引用
收藏
页码:491 / 511
页数:21
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