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How customer voice contributes to stronger service provider relationships

How customer voice contributes to stronger service provider relationships Purpose – The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes. Design/methodology/approach – Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury specialty retailer ( n =2,586) and a casual dining restaurant ( n =634). Both participating service firms use loyalty programs whose members are included in this study. Findings – Customer voice is shown to positively and directly relate to customers' willingness to increase the volume and share of their purchases, impart positive word of mouth, and participate in a variety of marketing research initiatives. Research limitations/implications – The multi‐contextually supported results are based on distinct customer groups with varying ties to the service provider. Practical implications – As service providers are able to favorably influence customer voice, they also stand to improve their marketing performance. Originality/value – This study provides a theoretically richer and broader view of customer voice as a driver of strengthened service provider relationships. The findings demonstrate how customer voice does more than protect against customer defection by also contributing to customer relationship building. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

How customer voice contributes to stronger service provider relationships

Russell Lacey
Journal of Services Marketing , Volume 26 (2): 8 – Apr 20, 2012
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References (51)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876041211215293
Publisher site
See Article on Publisher Site

Abstract

Purpose – The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes. Design/methodology/approach – Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury specialty retailer ( n =2,586) and a casual dining restaurant ( n =634). Both participating service firms use loyalty programs whose members are included in this study. Findings – Customer voice is shown to positively and directly relate to customers' willingness to increase the volume and share of their purchases, impart positive word of mouth, and participate in a variety of marketing research initiatives. Research limitations/implications – The multi‐contextually supported results are based on distinct customer groups with varying ties to the service provider. Practical implications – As service providers are able to favorably influence customer voice, they also stand to improve their marketing performance. Originality/value – This study provides a theoretically richer and broader view of customer voice as a driver of strengthened service provider relationships. The findings demonstrate how customer voice does more than protect against customer defection by also contributing to customer relationship building.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Apr 20, 2012

Keywords: Customer voice; Loyalty programs; Relationship marketing; Customers; Customer retention; Customer relationship management; Customer loyalty

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