Does experience matter? Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users
Abstract
Purpose
Although customer relationships transpire through a process of time, encounters and experience, few studies have examined the dynamics of service relationships. This paper aims to address this issue by examining the effect of experience on the association between relational benefits and relationship quality, and between relationship quality and loyalty.
Design/methodology/approach
Using a national sample of 376 service consumers and nine service industries, the study examines whether the impact of relationship benefits on perceptions of satisfaction, trust and commitment, and ultimately customer loyalty, differs significantly between novice and experienced customer cohorts.
Findings
The results indicate significant differences between novice and experienced cohorts. Specifically, the impact of confidence, social and special treatment benefits on perceptions of satisfaction, trust and commitment, and ultimately customer loyalty, differ significantly based on a customer's level of relationship experience.
Practical implications
The findings of this study have tactical and strategic implications for service firms, including effective customer asset management, resource allocation, and relationship strategy.
Originality/value
This study makes a significant new contribution to theory and practice.
Keywords
Citation
Dagger, T.S. and O'Brien, T.K. (2010), "Does experience matter? Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users", European Journal of Marketing, Vol. 44 No. 9/10, pp. 1528-1552. https://doi.org/10.1108/03090561011062952
Publisher
:Emerald Group Publishing Limited
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