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The joint impact of relationship-selling behaviours and switching barriers in professional service contexts

The joint impact of relationship-selling behaviours and switching barriers in professional... Based on the social exchange theory, both relationship-selling behaviours and switching-barrier strategies are often adopted together in some complex, customised and continuous stream of transaction service contexts. The purpose of this study is to examine the joint impact of relationship-selling behaviours and switching barriers as a potential moderator in the light of the current service quality, customer satisfaction and customer loyalty paradigm. Results of a moderated regression analysis (MRA) from Taiwan's life insurance industry provide evidence that core-service quality and relationship quality are positive contributors to customer satisfaction, which in turn contributes positively to customer loyalty as expected. In addition, as the joint impact of relationship-selling behaviours and switching barriers is introduced in the research framework, the positive relationship between core-service quality and customer satisfaction diminishes and so does the positive relationship between customer satisfaction and customer loyalty. Managerial implications are provided herein. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Services Operations and Informatics Inderscience Publishers

The joint impact of relationship-selling behaviours and switching barriers in professional service contexts

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1741-539X
eISSN
1741-5403
DOI
10.1504/IJSOI.2009.023418
Publisher site
See Article on Publisher Site

Abstract

Based on the social exchange theory, both relationship-selling behaviours and switching-barrier strategies are often adopted together in some complex, customised and continuous stream of transaction service contexts. The purpose of this study is to examine the joint impact of relationship-selling behaviours and switching barriers as a potential moderator in the light of the current service quality, customer satisfaction and customer loyalty paradigm. Results of a moderated regression analysis (MRA) from Taiwan's life insurance industry provide evidence that core-service quality and relationship quality are positive contributors to customer satisfaction, which in turn contributes positively to customer loyalty as expected. In addition, as the joint impact of relationship-selling behaviours and switching barriers is introduced in the research framework, the positive relationship between core-service quality and customer satisfaction diminishes and so does the positive relationship between customer satisfaction and customer loyalty. Managerial implications are provided herein.

Journal

International Journal of Services Operations and InformaticsInderscience Publishers

Published: Jan 1, 2009

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