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Relational Benefits in Services Industries: The Customer’s Perspective
Kevin P. Gwinner
East Carolina University
Dwayne D. Gremler
University of Idaho
Mary Jo Bitner
Arizona State University
This research examines the benefits customers receive as a result of engaging in long-term relational exchanges with service firms. Findings from two studies indicate that consumer relational benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits. Confidence benefits are received more and rated as more important than the other relational benefits by consumers, followed by social and special treatment benefits, respectively. Responses segmented by type of service business show a consistent pattern with respect to customer rankings of benefit importance. Management implications for relational strategies and future research implications of the findings are discussed.
Journal of the Academy of Marketing Science, Vol. 26, No. 2,
101-114 (1998)
DOI: 10.1177/0092070398262002
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