Service quality and customer retention : building long-term relationships [Journal article] / Karin A. Venetis, Pervez N. Ghauri
Material type:
TextSeries: Readings in the Management & Marketing of Services selected by Rita ByrnePublication details: MCB University Press.Description: Web resourceOnline resources: Summary: Publisher's abstract: The study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business-to-business marketing literature with service quality literature to develop a model to capture relationship commitment and other influencing factors. The model is improved with help of semi-structured interviews which is later tested through a survey of 241 companies in the advertising sector. Findings indicate that service quality indeed contributes to the long-term relationships and customer retention.
From: European Journal of Marketing , Volume 38 Number 11/12, Nov. 2004, p.1577-1598
The library does not hold this article in hardcopy format.
CW083, CW121
CW838
Publisher's abstract: The study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business-to-business marketing literature with service quality literature to develop a model to capture relationship commitment and other influencing factors. The model is improved with help of semi-structured interviews which is later tested through a survey of 241 companies in the advertising sector. Findings indicate that service quality indeed contributes to the long-term relationships and customer retention.
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