Relationship marketing: the influence of consumer involvement on perceived service benefits
Abstract
Purpose
The purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.
Design/methodology/approach
Based on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.
Findings
Results indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).
Research limitations/implications
Care should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.
Practical implications
The results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.
Originality/value
This study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.
Keywords
Citation
Kinard, B.R. and Capella, M.L. (2006), "Relationship marketing: the influence of consumer involvement on perceived service benefits", Journal of Services Marketing, Vol. 20 No. 6, pp. 359-368. https://doi.org/10.1108/08876040610691257
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited