Conference paper
Exploring the Impact of Social-Emotional Support on Relationship Satisfaction, Service Quality and Retention Intentions
Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference, pp.1-7
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2013 (Wellington, New Zealand, 01-Dec-2013–04-Dec-2013)
Australian and New Zealand Marketing Academy (ANZMAC)
2013
Abstract
Relationship marketing (RM) is an appealing pathway to growth for service businesses as it pertains to sustainable consumer patronage (Berry, 2002; Harker, 1999). After many decades, RM remains the leading approach to marketing services. Nonetheless, gaps remain in the extant literature. Specifically, there is a paucity of research about the role of the consumers' perceptions of social-emotional support received from service employees and the impact this has on consumers' satisfaction with the relationship, their perceptions of overall service quality and their intention to remain with the service business. This quantitative study of 312 Australian consumers found that social-emotional support positively impacts relationship satisfaction, overall service quality and retention intentions. The findings of this study offer theoretical and practical gains for the many service businesses engaging in RM, particularly in terms of highlighting the value of creating a socially and emotionally supportive service experience.
Details
- Title
- Exploring the Impact of Social-Emotional Support on Relationship Satisfaction, Service Quality and Retention Intentions
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and Business
- Contributors
- Rod Brodie (Editor)
- Publication details
- Proceedings of the 2013 Australian and New Zealand Marketing Academy Conference, pp.1-7
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2013 (Wellington, New Zealand, 01-Dec-2013–04-Dec-2013)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2013
- ISBN
- 9780646563305
- Copyright note
- Copyright © 2013 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99448974002621
- Output Type
- Conference paper
Metrics
63 File views/ downloads
582 Record Views