This paper aims to extend previous research by investigating the effects of relationship benefits on customer assets and the mechanism through which such effects take place. Empirical data from a large-scale consumer survey indicated that relationship benefits are important divers of customer assets. Confidence benefits were found to be the strongest influence; they affected customer assets both directly indirectly. Customer satisfaction, trust and commitment, three key components of relationship quality, were found mediating the impact of relationship benefits on customer assets. The findings showed that relationship benefits had differential effects on sources of customer assets. Relationship quality fully mediated the effects of social benefit and special treatment benefits on customer assets. However, the relationship between confidence benefits and customer assets was only partially mediated.
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- An Empirical Study of Relationship Benefit-Based Drivers of Customer Assets in the Context of China: The Mediating Role of Relationship Quality