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Service quality and customer retention: building long‐term relationships

Karin A. Venetis (Vrije Universiteit Amsterdam, Amsterdam, The Netherlands)
Pervez N. Ghauri (Manchester Business School, The University of Manchester, Manchester, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 2004



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.



Venetis, K.A. and Ghauri, P.N. (2004), "Service quality and customer retention: building long‐term relationships", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1577-1598.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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