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Moderating effects of service separation on customer relationships with service firms: A social-exchange perspective

Faisal T. Alhathal (Department of Business Administration, Saudi Electronic University, Riyadh, Saudi Arabia)
Piyush Sharma (School of Marketing, Curtin University, Bentley, Australia)
Russel P.J. Kingshott (School of Marketing, Curtin Business School, Bentley, Australia)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 28 December 2018

Issue publication date: 23 April 2019

1095

Abstract

Purpose

The purpose of this paper is to examine the impact of service separation on the ability of service firms to build and maintain customer relationships, by exploring the differences in the strength of interrelationships among key relational constructs between separated and unseparated service delivery modes.

Design/methodology/approach

A field survey was conducted with retail banking customers in Saudi Arabia (n=592) using a structured self-administered questionnaire consisting of well-established scales. Data were analyzed using AMOS 24.

Findings

Service separation negatively moderates (weakens) the ability of the service firms to leverage their social benefits, relational trust and affective commitment to increase customer loyalty and to strengthen overall customer relationships.

Research limitations/implications

This study uses retail banking customers in Saudi Arabia to test the impact of service separation in their relationship with the bank; hence, its findings may not be generalizable to other types of services and cultural settings.

Practical implications

Service firms using online and mobile technologies should be aware that trust and commitment remain key to building customer loyalty. Hence, the trade-off between the benefits of these technologies and their negative impact on customer relationship needs to be factored into managerial decision making.

Originality/value

The paper highlights the importance of maintaining face-to-face interactions with service customers to create robust relationships that yield loyalty, despite the growing popularity of online and mobile technologies.

Keywords

Citation

Alhathal, F.T., Sharma, P. and Kingshott, R.P.J. (2019), "Moderating effects of service separation on customer relationships with service firms: A social-exchange perspective", Journal of Service Theory and Practice, Vol. 29 No. 1, pp. 71-92. https://doi.org/10.1108/JSTP-09-2017-0149

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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