The Relationship Quality Effect on Customer Loyalty

Vilte Auruskeviciene; Laura Salciuviene; Vida Skudiene

doi:10.18002/pec.v0i10.637

Autores/as

Vilte Auruskeviciene ISM University of Management and Economics
Laura Salciuviene Lancaster University Management School
Vida Skudiene ISM University of Management and Economics

DOI:

https://doi.org/10.18002/pec.v0i10.637

Palabras clave:

Calidad de relación, Lealtad, Calidad de servicio, Servicios profesionales de tecnologías de la información, Relationship quality, Loyalty, Services quality, Professional IT services

Resumen

Este estudio tiene como objetivo la identificación de los elementos constitutivos de la calidad de relación que permite a las empresas oferentes de servicios profesionales establecer relaciones a largo plazo con sus clientes y fortalecer la lealtad de los mismos.
El marco teórico sobre el que se ha formulado la identificación de dichos elementos y de la interrelación inherente a la lealtad del cliente ha sido contrastado empíricamente sobre una muestra de 74 directivos de empresas lituanas compradoras de servicios relacionados con las tecnologías de la información. Los resultados sugieren que las variables "calidad funcional", "confianza" y "compromiso" tienen un efecto significativo sobre la lealtad del cliente de servicios de tecnologías de la información. La calidad funcional es el elemento más importante a la hora de construir relaciones a largo plazo con clientes en el mercado de servicios profesionales.

This study aims to identify the dimensions of relationship quality that enables professional services companies to establish long-term relations with their clients and fosters the loyalty of the client. The theoretical framework of relationship quality dimensions and customer loyalty interrelationship in a sample of 74 Lithuanian companies' managers buying IT service has been empirically tested. The findings suggest that the three variables (functional quality, trust, and commitment) have a significant effect on IT services customer loyalty. Functional quality construct is the most important in building long-term relationship with customers in a professional services market.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Alfa.lt (2007, June 26) "Korupcijos lygis Lietuvoje nemažėja" [ http:// media.ft.com/cms/a48e3432-5807-11dd-b02f-000077b07658.pdf ].

ANDERSEN, P.H. (2001) "Relationship Development and Marketing Communication: an Integrative Model", Journal of Business & Industrial Marketing, 16, 2, pp. 167-182.

BERRY, L.L. (1983) "Relationship Marketing". L.L. BERRY, G.L. SHOSTACK and G.D. UPAH (eds.) Emerging Perspectives on Services Marketing. Chicago: American Marketing Association, pp. 25-28.

BOERSMA, M.; P. BUCKLEY and P. GHAURI (2003) "Trust in International Joint Venture Relationship", Journal of Business Research, 56, March, pp. 1031-1042.

CALLAGHAN, M.; J. MCPHAIL and O.H.M. YAU (1995) "Dimensions of a Relationship Marketing Orientation: an Empirical Exposition", Proceedings of the Seventh Biannual Word Marketing Congress, 7, 2, pp. 10-65.

CHAUDHURI, A. and M. HOLBROOK (2001) "The Chain of Effects from Brand Trust and Brand Effect to Brand Performance: the Role of Brand Loyalty", Journal of Marketing, 65, 2, pp. 81-93.

CROSBY, L.A.; K.R. EVANS and D. COWLES (1990) "Relationship Quality in Services Selling: an Interpersonal Influence Perspective", Journal of Marketing, 54, 3, pp. 68-81.

CZEPIEL, J. (1990) "Service Encounters and Service Relationships: Implication for Research", Journal of Business Research, 20, 1, pp. 13-21.

GARBARINO, E. and M. JOHNSON (1999) "The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships", Journal of Marketing, 63, 2, pp. 70-87.

GRÖNROOS, C. (2004) "The Relationship Marketing Process: Communication, Interaction, Dialogue, Value", Journal of Business & Industrial Marketing, 19, 2, pp. 99-113.

GRÖNROOS, C. (1983) Strategic Management and Marketing in the Service Sector. Cambridge MA: Marketing Science Institute.

GUMMESSON, E. (1987) "The New Marketing: Developing Long-Term Interactive Relationships", Long Range Planning, 20, 4, pp. 10-20.

GWINNER, K.P.; D.D. GREMLER and M.J. BITNER (1998) "Relational Benefits in Services Industries: the Customer's Perspective", Journal of the Academy of Marketing Science, 26, 2, pp. 101-114.

HENNIG-THURAU, T.; K.P. GWINER and D.D. GREMLER (2002) "Understanding Relationship Marketing Outcomes: an Integration of Relational Benefits and Relationship Quality", Journal of Service Research, 4, 3, pp. 230-247.

KEMP, R. and P.N. GHAURI (1998) "The Dynamics of Joint Venture Relationship: A Longitudinal Perspective of Two Case Studies". A. MANRAI and L. MANRAY (eds.) Research in Marketing. Stamford, Conn.: Jai Press, vol. 14, pp. 123-150.

LEVERIN, A. and V. LILJANDER (2006) "Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty?", International Journal of Bank Marketing, 24, 4, pp. 232-251.

LIM, K.S. and M.A. RAZZAQUE (1997) "Brand Loyalty and Situational Effects: an Interactionist perspective", Journal of International Consumer Marketing, 9, 4, pp. 95-115.

MITCHELL, P.; J. REAST and J. LYNCH (1998) "Exploring the Foundations of Trust", Journal of Marketing Management, 14, pp. 159-72.

MOORMAN, C.M.; G. ZALTMAN and R. DESHPANDE (1992) "Relationship between Providers and Users of Market Research: the Dynamics of Trust within and between Organizations", Journal of Marketing Research, 29, 3, pp. 314-328.

MORGAN, R.; T. CRUTCHFIELD and R. LACEY (2000) "Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs". Thorsten HENNIG-THURAU and Ursula HANSEN (eds.) Relationship Marketing, Berlin: Springer, pp. 71–87.

MORGAN, R. and S. HUNT (1994) "The Commitment – Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp. 1-38.

NAUDÉ, P. and F. BUTTLE (2000) "Assessing Relationship Quality", Industrial Marketing Management, 29, 4, pp. 351-361.

NDUBISI, N.O. (2004) "Understanding the Salience of Cultural Dimensions on Relationship Marketing, It's Underpinnings and Aftermaths", Cross Cultural Management, 11, 3, pp. 70-89.

NDUBISI, N.O. (2007) "Relationship Marketing and Customer Loyalty", Marketing Intelligence & Planning, 25, 1, pp. 98-106.

NDUBISI, N.O. and K.W. CHAN (2005) "Factorial and Discriminant Analyses of the Underpinnings of Relationship Marketing and Customer Satisfaction", International Journal of Bank Marketing, 23, 3, pp. 542-557.

NEWMAN, A.; I. LINGS and N. LEE (2005) "What's in a Handshake? Exploring Business-to-Business Relational Exchange", The Marketing Review, 5, pp. 129-144.

PALAIMA, T. and V. AURUSKEVICIENE (2007) "Modelling Relationship Quality in the Parcel Delivery Services Market", Baltic Journal of Management, 2, 1, pp. 37-54.

PARASURAMAN, A.; V.A. ZEITHAML and L.L. BERRY (1985) "A Conceptual Model of Service Quality and its Implications for Future Research", Journal of Marketing, 49, pp. 41-50.

PRITCHARD, M.; M. HAVITZ and D. HOWARD (1999) "Analyzing the Commitment – Loyalty link in the Service Contexts", Journal of the Academy of Marketing Science, 27, 3, pp. 333-48.

RAO, S. and C. PERRY (2002) "Thinking about Relationship Marketing: Where are we now?", Journal of Business & Industrial Marketing, 17, 7, pp. 598-614.

REICHHELD, F.F. and W.E. SASSER Jr. (1990) "Zero Defections: Quality Comes to Service", Harvard Business Review, 68, pp. 105-111.

ROSENBERG, L.J. and J.A. CZEPIEL (1984) "A Marketing Approach to Customer Retention", Journal of Consumer Marketing, 1, pp. 45-51.

SHARMA, N. and P. PATTERSON (1999) "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer Professional Services", The Journal of Services Marketing, 13, 2, pp. 151-170.

SIN, L.Y.M.; A.C.B. TSE, O.H.M. YAU, J.S.Y. LEE and R. CHOW (2002) "The Effect of Relationship Marketing Orientation on Business Performance in a Service-Oriented Economy", Journal of Services Marketing, 16, 7, pp. 656-676.

SINGH, J. and D. SIRDESHMUKH (2000) "Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments", Journal of the Academy of Marketing Science, 28, 1, pp. 150-167.

SIRDESHMUKH, D.; J. SINGH and B. SABOL (2002) "Consumer Trust, Value and Loyalty in Relational Exchanges", Journal of Marketing, 66, 1, pp. 15-37.

STORBACKA, K.; T. STRANDVIK and C. GRÖNROOS (1994) "Managing Customer Relationships for Profit: the Dynamics of Relationship Quality", International Journal of Service Industry Management, 5, 5, pp. 21-38.

ULAGA, W. and A. EGGERT (2004) "Relationship Value and Relationship Quality", European Journal of Marketing, 40, 3 /4, pp. 311-327.

VENETIS, K.A. and P.N. GHAURI (2004) "Service Quality and Customer Retention: Building Long-Term Relationships", European Journal of Marketing, 38, 11/12, pp. 1577-1598.

WALTER, A.; T.A. MÜLLER, G. HELFERT and T. RITTER (2003) "Functions of Industrial Supplier Relationships and Their Impact on Relationship Quality", Industrial Marketing Management, 32, 2, pp. 159-169.

WHITE, S.S. and B. SCHNEIDER (2000) "Climbing the Commitment Ladder. The Role of Expectations on Customer's Behavior Intentions", Journal of Service Research, 2, 3, pp. 240-253.

WILSON, D.T. (1995) "An Integrated Model of Buyer-Seller Relationships", Journal of the Academy of Marketing Science, 23, 4, pp. 335-345.

WONG, A. and A. SOHAL (2002) "An Examination of the Relationship Between Trust, Commitment and Relationship Quality", International Journal of Retail & Distribution Management, 30, 1, pp. 34-50.

WOO, K. and T. ENNEW (2004) "Business to Business Relationship Quality: an IMP Interaction Based Conceptualization and Measurement", European Journal of Marketing, 38, 9/10, pp. 1252-1271.