Weitere Artikel dieser Ausgabe durch Wischen aufrufen
Received and reviewed by former editor, George Neuman.
The authors examine the influence of employees’ social regard toward the customers on customer satisfaction, trust, and word of mouth. In addition, we analyzed the moderating role of length of relationship between the service provider and the customer on the effects of social regard on the customer relationship outcomes.
Hypotheses were tested with customers of two service industries: financial services and hair salon services. Data were gathered through telephone and personal interview surveys.
Findings reveal that social regard had a positive influence on customer satisfaction, trust, and positive word of mouth. Also, length of relationship seems to moderate the effect of social regard on customer satisfaction and trust, but not on word of mouth.
The key influence of employees’ social regard reveals that it can become a tool for the management of customer satisfaction, trust, and word of mouth. Aspects of staff training should be affected by these findings.
Despite the importance that researchers and practitioners have assigned to the influence of employees’ behaviors on relational variables at the company level, employees’ social regard toward the customers not only remains unexplored but also has been confounded with other social variables. This research not only proves its effects on relational variables (satisfaction, trust, and word of mouth) but also shows the moderating role of length of relationship.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Anderson, E., Fornell, C., & Lehman, D. R. (1994). Customer satisfaction, market share, an profitability: Findings from Sweden. Journal of Marketing, 58, 53–66. CrossRef
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The identity salience model of relationship marketing success: The case of nonprofit marketing. Journal of Marketing, 67, 89–105. CrossRef
Auh, S. (2005). The effects of soft and hard service attributes on loyalty: The mediating role of trust. Journal of Services Marketing, 19(2), 81–92. CrossRef
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(2), 74–94. CrossRef
Barnes, J. G. (1997). Closeness, strength, and satisfaction: Examining the nature of relationships between providers of financial services and their retail customers. Psychology & Marketing, 14(8), 765–790. CrossRef
Barnes, J. G., Dunne, P. A., & Glynn, W. J. (2000). Self-service and technology: Unanticipated and unintended effects on customer relationships. In T. A. Swartz & D. Iacobucci (Eds.), Handbook of services marketing & management (pp. 89–102). Thousand Oaks, CA: Sage Publications.
Berry, L. L. (1995). Relationship marketing of services growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, 236–245. CrossRef
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383–406. CrossRef
Bettencourt, L. A., & Brown, S. W. (1997). Contact employees: Relationships among workplace fairness, job satisfaction and prosocial service behaviors. Journal of Retailing, 73(1), 39–61. CrossRef
Bitner, M. J., Booms, B. H., & Mohr, L. A. (1994). Critical service encounters: The employee′s viewpoint. Journal of Marketing, 58, 95–106. CrossRef
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, 71–84. CrossRef
Bitran, G. R., & Hoech, J. (1990). The humanization of service: Respect at the moment of truth. Sloan Management Review, 31(2), 89–96.
Blodgett, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31–42. CrossRef
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171–186. CrossRef
Bove, L. L., & Johnson, L. W. (2001). Customer relationships with service personnel: Do we measure closeness, quality or strength? Journal of Business Research, 54, 189–197. CrossRef
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138. CrossRef
Butcher, K., Sparks, B., & O’Callaghan, F. (2001). Evaluative and relational influences on service loyalty. International Journal of Service Industry Management, 12(4), 310–327. CrossRef
Butcher, K., Sparks, B., & O’Callaghan, F. (2003). Beyond core service. Psychology & Marketing, 20(3), 187–208. CrossRef
Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71, 67–83. CrossRef
Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of relationship. Journal of Services Marketing, 16(1), 35–50. CrossRef
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54, 68–81. CrossRef
Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the insurance industry. Journal of Marketing Research, 24, 404–411. CrossRef
Dabholkar, P. A. (2000). Technology in service delivery: Implications for self-service and service support. In T. A. Swartz & D. Iacobucci (Eds.), Handbook of services marketing & management (pp. 103–110). Thousand Oaks, CA: Sage Publications.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65, 33–50. CrossRef
Dotson, M., & Patton, W. E. (1992). Consumer perceptions of department store service: A lesson for retailers. Journal of Services Marketing, 6(2), 15–28. CrossRef
Dubinsky, A. J. (1994). What marketers can learn from the Tin Man. Journal of Services Marketing, 8, 36–45. CrossRef
Ensher, E. A., Thomas, C., & Murphy, S. E. (2001). Comparison of traditional, step-ahead, and peer mentoring on protégés’ support, satisfaction, and perceptions of career success: A social exchange perspective. Journal of Business and Psychology, 15(3), 419–438. CrossRef
Farrell, A. M., Souchon, A. L., & Durden, G. R. (2001). Service encounter conceptualisation: Employees’service behaviours and customers’service quality perceptions. Journal of Marketing Management, 17, 577–593. CrossRef
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58, 1–19. CrossRef
Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64, 65–87. CrossRef
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70–87. CrossRef
Geyskens, I., Steenkamp, J. B. E. M., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, 36, 223–238. CrossRef
Goodwin, C., & Frame, C. D. (1989). Social distance within the service encounter: Does the consumer want to be your friend? In Advances in Consumer Research (vol. 16). Provo, UT: Association of Consumer Research.
Goodwin, C., & Smith, K. L. (1990). Courtesy and friendliness: Conflicting goals for the service provider. Journal of Services Marketing, 4, 5–20. CrossRef
Gounaris, S. P., & Venetis, K. (2002). Trust in industrial service relationships: Behavioral consequences, antecedents and the moderating effect of the duration of the relationship. Journal of Services Marketing, 16(7), 636–655. CrossRef
Grayson, K., & Ambler, T. (1999). The dark side of long-term relationships in marketing services. Journal of Marketing Research, 36(1), 132–141. CrossRef
Gremler, D. D. (1994). Word-of-mouth about service providers: An illustration of theory development and marketing. In C. W. Park, & S. C. Smith (Eds.), AMA winter educators' conference proceedings (Vol. 5, pp. 62–70). Chicago: American Marketing Association.
Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44–59. CrossRef
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.
Hall, E. T. (1976). Beyond culture. Garden City, NY: Anchor Press.
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. CrossRef
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes. An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247. CrossRef
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462. CrossRef
Hochschild, A. (1983). The managed heart: Commercialization of human feeling. Berkeley, CA: University of California Press.
Hsieh, Y. C., Chiu, H. C., & Chiang, M. Y. (2005). Maintaining a committed online customer: A study across search-experience-credence products. Journal of Retailing, 81(1), 75–82. CrossRef
Iacobucci, D., Grayson, K. A., & Ostrom, A. (1994). The calculus of service quality and customer satisfaction. In T. A. Swartz, D. E. Bowen, & S. W. Brown (Eds.), Advances in services marketing and management, 7 (pp. 1–67). Greenwich, CT: JAI Press Inc. CrossRef
Iacobucci, D., & Ostrom, A. (1993). Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters. Journal of Consumer Psychology, 2(3), 257–286. CrossRef
Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507. CrossRef
Johnson, M., & Zinkhan, G. M. (1991). Emotional responses to a professional service encounter. Journal of Services Marketing, 2, 5–15. CrossRef
Jöreskog, K. G., & Sörbom, D. (1996). LISREL 8: user’s reference guide (2nd ed.). Chicago: Scientific Sowftware International Inc.
Keegan, W. J. (1989). Global marketing management. Englewood Cliffs, NJ: Prentice-Hall.
Kim, M. S., & Ahn, J. H. (2006). Comparison of trust sources of an online market-maker in the e-marketplace: Buyer's and seller's perspectives. Journal of Computer Information Systems, 47(1), 84–94.
Koernig, S. K. (2003). E-scapes: The electronic physical environment and service tangibility. Psychology & Marketing, 20(2), 151–167. CrossRef
Liu, A. H., Leach, M. P., & Bernhardt, K. L. (2005). Examining customer value perceptions of organizational buyers when sourcing from multiple vendors. Journal of Business Research, 58(5), 559–568. CrossRef
Matsuno, K., Mentzer, J. T., & Özsomer, A. (2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing, 66, 18–32. CrossRef
Maxham, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66, 57–71. CrossRef
Mentzer, J. T., Flint, D. J., & Hult, T. M. (2001). Logistics service quality as a segment-customized process. Journal of Marketing, 65, 82–104. CrossRef
Mitra, K., Reiss, M. C., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intensions in search, experience and credence services. Journal of Services Marketing, 13(3), 208–825. CrossRef
Mittal, B. (2004). Lack of attribute searchability: Some thoughts. Psychology & Marketing, 21(6), 443–462. CrossRef
Mittal, V., & Katrichis, J. M. (2000). Distinctions between new and loyal customers. Marketing Research, 12(1), 26–32.
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95–109. CrossRef
Mohr, L. B., & Bitner, M. J. (1995). The role of employee effort in satisfaction with service transactions. Journal of Business Research, 32, 149–177. CrossRef
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. CrossRef
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20–38. CrossRef
Nicholson, C. Y., Compeau, L. D., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3–15. CrossRef
Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53, 21–35. CrossRef
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17–28. CrossRef
Pettijohn, C. E., Pettijohn, L. S., & Taylor, A. J. (2000). Research note: An exploratory analysis of salesperson perceptions of the criteria used in performance appraisals, job satisfaction, and organizational commitment. The Journal of Personal Selling & Sales Management, 20(2), 77–80.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 19, pp. 123–205). New York, NY: Academic Press.
Prendergast, G. P., & Marr, N. E. (1994). Disenchantment discontinuance in the diffusion of technologies in the service industry: A case study in retail banking. Journal of International Consumer Marketing, 7(2), 25–40. CrossRef
Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(2), 83–97. CrossRef
Ramsey, R. P., & Sohi, R. S. (1997). Listening to your customers: The impact of perceived salesperson listening behavior on relationship outcomes. Journal of the Academy of Marketing Science, 25(2), 127–137. CrossRef
Reynolds, K. E., & Beatty, S. E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75(1), 11–32. CrossRef
Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: An empirical study. European Journal of Marketing, 37(1/2), 169–196. CrossRef
Román, S. (2003). The impact of ethical sales behaviour on customer satisfaction, trust and loyalty to the company: An empirical study in financial services industry. Journal of Marketing Management, 19, 915–939. CrossRef
Román, S., & Ruiz, S. (2005). Relationship outcomes of perceived ethical sales behaviour: The customer’s perspective. Journal of Business Research, 58(4), 439–445. CrossRef
Rosen-Grandon, J. R., Myers, J. E., & Hattie, J. A. (2004). The relationship between marital characteristics, marital interaction processes, and marital satisfaction. Journal of Counseling & Development, 82, 58–68.
Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of customer orientation of salespeople. Journal of Marketing Research, 19, 343–351. CrossRef
Schwab, D. P. (1980). Construct validity in organizational behavior. In B. M. Staw & L. L. Cummings (Eds.), Research in organizational behavior (Vol. 2, pp. 3–43). Greenwich, CT: JAI Press.
Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69, 26–43. CrossRef
Selnes, F., & Sallis, J. (2003). Promoting relationship learning. Journal of Marketing, 67, 80–95. CrossRef
Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151–169. CrossRef
Silverman, G. (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60(7), 32–37.
Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgements. Journal of the Academy of Marketing Science, 28(1), 150–167. CrossRef
Stafford, M. R. (1995). How customers perceive service quality. Journal of Retail Banking, 17, 29–37.
Swan, J. E., Bowers, M. R., & Richardson, L. D. (1999). Customer trust in the salesperson: An integrate review an meta-analysis of the empirical literature. Journal of Business Research, 44(2), 93–107. CrossRef
van Dolen, W., Lemmink, J., de Ruyter, K., & de Jong, A. (2002). Customer-sales employee encounters: A dyadic perspective. Journal of Retailing, 78, 265–279. CrossRef
van Dyne, L., Cummings, L. L., & McLean, P. J. (1995). Extra-role behaviors: In pursuit of construct and definitional clarity (a bridge over muddied waters). Research in Organizational Behavior, 17, 215–285.
Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science, 30(3), 2002–2216.
West, D. C. (1997). Purchasing professional services: The case of advertising agencies. Journal of Supply Chain Management, 33(3), 2–9. CrossRef
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24, 258–270. CrossRef
Wiertz, C., de Ruyter, K., Keen, C., & Streukens, S. (2004). Cooperating for service excellence in multichannel service systems: An empirical assessment. Journal of Business Research, 57(4), 424–436. CrossRef
Winsted, K. F. (1997). The service encounter in two cultures: A behavioral perspective. Journal of Retailing, 73(3), 337–360. CrossRef
Zeithaml, V. A., & Bitner, M. J. (2000). Services marketing: Integrating customer focus across the firm (2nd ed.). Hill: McGraw.
- The Influence of Social Regard on the Customer–Service Firm Relationship: The Moderating Role of Length of Relationship
Estela Fernández Sabiote
- Springer US
Neuer Inhalt/© Stellmach, Neuer Inhalt/© BBL, Neuer Inhalt/© Maturus, Pluta Logo/© Pluta, Neuer Inhalt/© hww, So bewältigen Sie Stress im Fernstudium/© granata68 | stock.adobe.com | AdobeStock