Evaluative and relational influences on service loyalty

Evaluative and relational influences on service loyalty Four attitudinal components of customer loyalty were synthesised from the services literature and combined to produce a loyalty conceptualisation that excludes repurchase behaviour. This proposed conceptualisation of service loyalty was then modelled in two quantitative studies to determine the effects of potential predictors. The influence of consumers' evaluative judgements was compared against the effects of relational outcomes. The three evaluative judgement measures were service encounter satisfaction, perceived core service quality and value for money while relational measures comprised social comfort, social regard and friendship. It was found that while personal friendship between customer and service employee was significantly associated with loyalty, service encounter satisfaction was the major predictor. It was also found that the relational factors of social comfort and social regard played indirect roles through their influence on customer's evaluation of satisfaction and quality. Conversely, friendship was not related to the mediating variables of service encounter satisfaction and perceived core service quality. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564230110405253
Publisher site
See Article on Publisher Site

Abstract

Four attitudinal components of customer loyalty were synthesised from the services literature and combined to produce a loyalty conceptualisation that excludes repurchase behaviour. This proposed conceptualisation of service loyalty was then modelled in two quantitative studies to determine the effects of potential predictors. The influence of consumers' evaluative judgements was compared against the effects of relational outcomes. The three evaluative judgement measures were service encounter satisfaction, perceived core service quality and value for money while relational measures comprised social comfort, social regard and friendship. It was found that while personal friendship between customer and service employee was significantly associated with loyalty, service encounter satisfaction was the major predictor. It was also found that the relational factors of social comfort and social regard played indirect roles through their influence on customer's evaluation of satisfaction and quality. Conversely, friendship was not related to the mediating variables of service encounter satisfaction and perceived core service quality.

Journal

International Journal of Service Industry ManagementEmerald Publishing

Published: Oct 1, 2001

Keywords: Customer satisfaction; Quality

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