Understanding and managing customer relational benefits in services: a meta-analysis

Dwayne D. Gremler, Yves Van Vaerenbergh, Elisabeth C. Brüggen, Kevin P. Gwinner

Journal of the Academy of Marketing Science · 2020 · Volume 48 · Issue 3

Abstract

Recent meta-analyses provide clear insights into how servicefirmscan benefit from relationship marketing, whereas investigations ofcustomers’relational benefits (1) are unclear about the absolute and relative strengths by which different relational benefit dimensions induce different customer responses and (2) have not simultaneously examined the various mediating processes (including perceived value, relationship quality, and switching costs) through which relational benefits reportedly affect customer loyalty. To consolidate extant research on the benefits of relationship marketing for customers, this meta-analysis integrates 1242 effect sizes drawn from 235 independent samples across 224 papers disseminated in the past two decades. The results reveal that all three relational benefits affect loyalty, though confidence benefits and social benefits have the strongest effects. Among the three identified mediation paths through which relational benefits influence customer loyalty, the sequential path through perceived value and relationship quality is the strongest. From a service research perspective, this study provides novel empirical generalizations; managerially, the findings suggest that a primary goal for service managers should be strengthening confidence and social benefits.

Keywords

Relationship marketing, Relational benefits, Customer loyalty, Meta-analysis, Confidence, Social benefits, Special treatment

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