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The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider

Paolo Guenzi (Department of Marketing, Scuola di Direzione Aziendale, Università Commerciale Luigi Bocconi, Milano, Italy)
Ottavia Pelloni (Department of Marketing, Scuola di Direzione Aziendale, Università Commerciale Luigi Bocconi, Milano, Italy)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 September 2004

Abstract

The focus on ongoing customer relationships is the most distinctive aspect of relationship marketing. To date we still have a poor understanding of the role played by interpersonal‐related factors in gaining and developing customer loyalty. This paper explores the impact of interpersonal relationships (both with a firm employee and with another customer) on customer satisfaction and loyalty towards the firm. Based on a review of different streams of research, the paper develops and empirically tests an original multi‐level and multi‐subject model. The findings show that customer‐to‐employee and customer‐to‐customer relationships contribute differently to the development of customer loyalty. Finally, the paper discusses managerial implications and directions for future research.

Keywords

Citation

Guenzi, P. and Pelloni, O. (2004), "The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider", International Journal of Service Industry Management, Vol. 15 No. 4, pp. 365-384. https://doi.org/10.1108/09564230410552059

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited