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Relationship marketing tactics, customer entitlement, and customer behavioural responses

Relationship marketing tactics, customer entitlement, and customer behavioural responses This study aims at examining the effects of relationship marketing tactics on customer entitlement which then affects customer citizenship behaviour and customer complaint behaviour. The data were collected through surveys on customers of cosmetics companies in Vietnam. The results show that emailing and messaging do not have a significant effect on customer entitlement while firm's preferential treatment towards customers, provision of tangible rewards, and interpersonal communication are significantly associated to customer entitlement. The results also indicate that customer entitlement dramatically influences customer complaint behaviour while the impact of customer entitlement on customer citizenship behaviour is significant, but the magnitude of the effect is modest. Interestingly, customer entitlement serves as a significant partial mediator in the effects of relationship marketing tactics on customer citizenship behaviour and complaint behaviour. The study concludes with significant theoretical and practical implications for service management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Services, Economics and Management Inderscience Publishers

Relationship marketing tactics, customer entitlement, and customer behavioural responses

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1753-0822
eISSN
1753-0830
DOI
10.1504/IJSEM.2021.117244
Publisher site
See Article on Publisher Site

Abstract

This study aims at examining the effects of relationship marketing tactics on customer entitlement which then affects customer citizenship behaviour and customer complaint behaviour. The data were collected through surveys on customers of cosmetics companies in Vietnam. The results show that emailing and messaging do not have a significant effect on customer entitlement while firm's preferential treatment towards customers, provision of tangible rewards, and interpersonal communication are significantly associated to customer entitlement. The results also indicate that customer entitlement dramatically influences customer complaint behaviour while the impact of customer entitlement on customer citizenship behaviour is significant, but the magnitude of the effect is modest. Interestingly, customer entitlement serves as a significant partial mediator in the effects of relationship marketing tactics on customer citizenship behaviour and complaint behaviour. The study concludes with significant theoretical and practical implications for service management.

Journal

International Journal of Services, Economics and ManagementInderscience Publishers

Published: Jan 1, 2021

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