Understanding the impact of the relationship quality on customer loyalty: the moderating effect of online service recovery

IF 3.4 Q2 MANAGEMENT
S. Tseng
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引用次数: 8

Abstract

Purpose The purpose of this study is to examine the impact of the relationship quality on customer loyalty. The moderating role played by online service recovery in this study is further discussed. Design/methodology/approach A quantitative Web-based survey study was conducted to statistically test these relationships among relationship quality, service recovery and customer loyalty. Data collected from 183 respondents were taken for analysis through partial least squares. Findings The findings reveal that relationship quality has significant influence on customer loyalty, whereas service recovery has moderated effect on the relationship between relationship quality and customer loyalty. Research limitations/implications The respondents of this study were recruited from online panels; thus, a purposive sample could be a biased indication of the characteristics of the actual population. Therefore, it is suggested that future researchers enroll subjects from a statistical population that accurately represents the entire population and, in addition, that they collect more responses to increase the generalizability of the findings. Practical implications Because failures in service delivery are inevitable, recovery of such encounters thus represents a significant challenge for service firms. Hence, this study proposes concrete suggestions for firms to manage and operate e-commerce websites, as well as to enhance relationship quality and customer loyalty. Originality/value Service failures have been the bane of e-commerce, compelling customers to either abandon transactions entirely or switch to a physical competitor. Many firms have realized the importance of maintaining strong relationships with customers to enhance their loyalty. However, previous literature has a few studies conducted on the relationships among service recovery, relationship quality and customer loyalty in the e-commerce context. Therefore, it is meaningful to identify these relationships.
理解关系质量对顾客忠诚的影响:在线服务恢复的调节作用
目的本研究的目的是检验关系质量对客户忠诚度的影响。在线服务恢复在本研究中所起的调节作用进一步讨论。设计/方法/方法进行了一项基于网络的定量调查研究,以统计测试关系质量、服务恢复和客户忠诚度之间的关系。从183名受访者收集的数据通过偏最小二乘法进行分析。研究结果表明,关系质量对客户忠诚度有显著影响,而服务恢复对关系质量与客户忠诚度之间的关系有调节作用。研究局限性/含义本研究的受访者是从在线小组中招募的;因此,有目的的样本可能是对实际人群特征的有偏见的指示。因此,建议未来的研究人员从准确代表整个人群的统计人群中招募受试者,此外,他们还应收集更多的反应,以提高研究结果的可推广性。实际含义由于服务提供中的失败是不可避免的,因此恢复此类遭遇对服务公司来说是一个重大挑战。因此,本研究为企业管理和运营电子商务网站,以及提高关系质量和客户忠诚度提出了具体建议。独创性/价值服务失败一直是电子商务的祸根,迫使客户要么完全放弃交易,要么转向实体竞争对手。许多公司已经意识到与客户保持牢固关系以提高客户忠诚度的重要性。然而,以前的文献对电子商务背景下的服务恢复、关系质量和客户忠诚度之间的关系进行了一些研究。因此,识别这些关系是有意义的。
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来源期刊
CiteScore
6.00
自引率
7.70%
发文量
21
期刊介绍: The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.
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