Understanding and managing customer relational benefits in services: a meta-analysis

Dwayne D. Gremler*, Yves Van Vaerenbergh, Elisabeth C. Bruggen, Kevin P. Gwinner

*Corresponding author for this work

Research output: Contribution to journalReview articleAcademicpeer-review

Abstract

Recent meta-analyses provide clear insights into how service firms can benefit from relationship marketing, whereas investigations of customers'' relational benefits (1) are unclear about the absolute and relative strengths by which different relational benefit dimensions induce different customer responses and (2) have not simultaneously examined the various mediating processes (including perceived value, relationship quality, and switching costs) through which relational benefits reportedly affect customer loyalty. To consolidate extant research on the benefits of relationship marketing for customers, this meta-analysis integrates 1242 effect sizes drawn from 235 independent samples across 224 papers disseminated in the past two decades. The results reveal that all three relational benefits affect loyalty, though confidence benefits and social benefits have the strongest effects. Among the three identified mediation paths through which relational benefits influence customer loyalty, the sequential path through perceived value and relationship quality is the strongest. From a service research perspective, this study provides novel empirical generalizations; managerially, the findings suggest that a primary goal for service managers should be strengthening confidence and social benefits.
Original languageEnglish
Pages (from-to)565-583
Number of pages19
JournalJournal of the Academy of Marketing Science
Volume48
Issue number3
Early online date29 Oct 2019
DOIs
Publication statusPublished - May 2020

Keywords

  • Relationship marketing
  • Relational benefits
  • Customer loyalty
  • Meta-analysis
  • Confidence
  • Social benefits
  • Special treatment
  • WORD-OF-MOUTH
  • SWITCHING COSTS
  • RELATIONSHIP QUALITY
  • LOYALTY
  • CONSUMER
  • TRUST
  • SATISFACTION
  • GRATITUDE
  • OUTCOMES
  • ROLES

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