Well-Timed Social-Emotional Support Can Enhance Consumer-to-Business Relationships

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-15 DOI:10.1080/15332969.2021.1982852

M. Raciti

引用次数: 0

Abstract

ABSTRACT Social-emotional support is valued by consumers and influences relationship dynamics—but when is the best time to enact social-emotional support tactics? Using data from a quantitative survey (n = 312), a structural equation model indicated that social-emotional support positively influences consumers’ affective commitment, relationship strength and, via affective commitment, loyalty. The moderation effect of relationship duration (or time) was apparent in the model, with the impact of social-emotional support found to be of greater potency in mature relationships. This time contingency effect can help services better target social-emotional support tactics as part of their larger relationship marketing strategy.

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适时的社会情感支持可以增强消费者与企业的关系

消费者重视社会情感支持并影响关系动态，但何时是实施社会情感支持策略的最佳时机?利用定量调查数据(n = 312)，结构方程模型表明，社会情感支持正向影响消费者情感承诺、关系强度，并通过情感承诺影响忠诚度。关系持续时间(或时间)的调节作用在模型中很明显，社会情感支持的影响在成熟的关系中更有效力。这种时间偶然性效应可以帮助服务更好地将社会情感支持策略作为其更大的关系营销策略的一部分。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.