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. https://doi.org/10.1108/03090560410560254
Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited