Relational benefits in services industries: The customer's perspective

Kevin P. Gwinner, Dwayne D. Gremler, M J Bitner

Research output: Contribution to journalArticle

1224 Scopus citations

Abstract

This research examines the benefits customers receive as a result of engaging in long-term relational exchanges with service firms. Findings from two studies indicate that consumer relational benefits can be categorized into three distinct benefit types: confidence, social, and special treatment benefits. Confidence benefits are received more and rated as more important than the other relational benefits by consumers, followed by social and special treatment benefits, respectively. Responses segmented by type of service business show a consistent pattern with respect to customer rankings of benefit importance. Management implications for relational strategies and future research implications of the findings are discussed.

Original languageEnglish (US)
Pages (from-to)101-114
Number of pages14
JournalJournal of the Academy of Marketing Science
Volume26
Issue number2
DOIs
StatePublished - Jan 1 1998

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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