10.15488/3058
Hennig-Thurau, Thorsten
Gwinner, Kevin P.
Gremler, Dwayne D.
Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality
London : SAGE Publications Ltd.
2002
business models
e-commerce
financial markets
Internet
pricing
Dewey Decimal Classification::600 | Technik::650 | Management
Technische Informationsbibliothek (TIB)
Technische Informationsbibliothek (TIB)
2018-03-01
2018-03-01
2002
eng
Article
Hennig-Thurau, T.; Gwinner, K.P.; Gremler, D.D.: Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. In: Journal of Service Research 4 (2002), Nr. 3, S. 230-247. DOI: https://doi.org/10.1177/1094670502004003006
http://www.repo.uni-hannover.de/handle/123456789/3088
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The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship quality, which focuses on the overall nature of the relationship, represent two approaches to understanding customer loyalty and word of mouth. This article integrates these two concepts by positioning customer satisfaction and commitment as relationship quality dimensions that partially mediate the relationship between three relational benefits (confidence benefits, social benefits, and special treatment benefits) and the two outcome variables. The results provide support for the model and indicate that the concepts of customer satisfaction, commitment, confidence benefits, and social benefits serve to significantly contribute to relationship marketing outcomes in services. © 2002, Sage Publications. All rights reserved.