Relationship marketing: the influence of consumer involvement on perceived service benefits
BR Kinard, ML Capella - Journal of services marketing, 2006 - emerald.com
Journal of services marketing, 2006•emerald.com
Purpose–The purpose of this article is to empirically examine the influence of consumer
involvement on perceived relational benefits across service types. Design/methodology/
approach–Based on Bowen's service typology, responses from patrons of fast‐food
restaurants and hairdressers/stylists were used to assess the influence of consumer
involvement on relationship marketing, specifically perceived service benefits and response
behaviors. Findings–Results indicate that highly involved consumers perceive greater …
involvement on perceived relational benefits across service types. Design/methodology/
approach–Based on Bowen's service typology, responses from patrons of fast‐food
restaurants and hairdressers/stylists were used to assess the influence of consumer
involvement on relationship marketing, specifically perceived service benefits and response
behaviors. Findings–Results indicate that highly involved consumers perceive greater …
Purpose
–
The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.
Design/methodology/approach
–
Based on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.
Findings
–
Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).
Research limitations/implications
–
Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.
Practical implications
–
The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.
Originality/value
–
This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
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