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Evaluative and relational influences on service loyalty

Ken Butcher (Griffith University – Gold Coast, Queensland, Australia)
Beverley Sparks (Griffith University – Gold Coast, Queensland, Australia)
Frances O’Callaghan (Griffith University – Gold Coast, Queensland, Australia)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 October 2001

Abstract

Four attitudinal components of customer loyalty were synthesised from the services literature and combined to produce a loyalty conceptualisation that excludes repurchase behaviour. This proposed conceptualisation of service loyalty was then modelled in two quantitative studies to determine the effects of potential predictors. The influence of consumers’ evaluative judgements was compared against the effects of relational outcomes. The three evaluative judgement measures were service encounter satisfaction, perceived core service quality and value for money while relational measures comprised social comfort, social regard and friendship. It was found that while personal friendship between customer and service employee was significantly associated with loyalty, service encounter satisfaction was the major predictor. It was also found that the relational factors of social comfort and social regard played indirect roles through their influence on customer’s evaluation of satisfaction and quality. Conversely, friendship was not related to the mediating variables of service encounter satisfaction and perceived core service quality.

Keywords

Citation

Butcher, K., Sparks, B. and O’Callaghan, F. (2001), "Evaluative and relational influences on service loyalty", International Journal of Service Industry Management, Vol. 12 No. 4, pp. 310-327. https://doi.org/10.1108/09564230110405253

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited