Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality

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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

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Sum total of downloads: 955




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Abstract: 
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.
License of this version: Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
Document Type: article
Publishing status: publishedVersion
Issue Date: 2002
Appears in Collections:Wirtschaftswissenschaftliche Fakultät

distribution of downloads over the selected time period:

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pos. country downloads
total perc.
1 image of flag of United Kingdom United Kingdom 143 14.97%
2 image of flag of United States United States 68 7.12%
3 image of flag of Germany Germany 50 5.24%
4 image of flag of India India 43 4.50%
5 image of flag of Pakistan Pakistan 42 4.40%
6 image of flag of Taiwan Taiwan 41 4.29%
7 image of flag of Indonesia Indonesia 39 4.08%
8 image of flag of Malaysia Malaysia 37 3.87%
9 image of flag of Australia Australia 36 3.77%
10 image of flag of Netherlands Netherlands 31 3.25%
    other countries 425 44.50%

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