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Journal of the Academy of Marketing Science

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01.06.2010 | Original Empirical Research

The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development

verfasst von: Philippe Aurier, Gilles N’Goala

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2010

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Abstract

Relationship maintenance (customer retention and exclusivity) and development (increased service usage and cross-buying) are top priorities in Customer Relationship Management. This paper examines how service companies can effectively influence customer patronage behaviors by leveraging overall customer satisfaction, trust and relationship commitment. Using a longitudinal design over a two-year period, we merge survey metrics with actual patronage behaviors taken from a bank’s database. We show that relationship commitment just enhances retention and exclusivity while trust directly influences service usage and cross-buying. As a consequence, trust appears to be highly critical for service relationship development and company profits. Furthermore, trust and relationship commitment mediate the entire impact of satisfaction which appears as a necessary but not sufficient condition for relationship maintenance and development. Satisfaction, and more generally service evaluations, must be efficiently converted into trust and relationship commitment before providing business results. Finally, we establish the temporal antecedence and the predictive power of trust and relationship commitment. Relationship commitment in year t predicts the number of service providers in year t + 1 (exclusivity vs. polygamy), while trust in year t predicts the number of bank products (cross-buying) as well as the service usage level in year t + 1. We then discuss managerial implications for customer relationship maintenance and development.

Vorheriger Artikel The service quality-satisfaction link revisited: exploring asymmetries and dynamics

Nächster Artikel Customer relationship management and firm performance: the mediating role of business strategy

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Titel: The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development
verfasst von: Philippe Aurier
Gilles N’Goala
Publikationsdatum: 01.06.2010
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2010
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-009-0163-z

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