Modelling the effect of respect and rapport on relationship quality and customer loyalty in high credence services
Authors: Giovanis, Apostolos 
Athanasopoulou, Pinelopi 
Publisher: Westburn Publishers Ltd
Issue Date: 1-Jan-2015
Journal: Journal of Customer Behaviour 
Volume: 14
Issue: 4
Keywords: Customer loyalty, High-credence services, Rapport, Relationship marketing, Relationship quality, Respect
Abstract: 
The development of successful long-term relationships with customers is considered to be a sustainable competitive advantage and the enhancement of relationship quality (RQ) is a very important issue for firms today, especially in services. The purpose of this study is to test the effect of respect and rapport on RQ and customer loyalty (CL) in high credence services. A survey was carried out involving a convenience sample of 500 customers of private practice medical doctors from several specialties operating in Athens, Greece. Data was analysed with PLS-PM. Results showed that rapport is the most significant antecedent of RQ followed by two dimensions of respect: responsibility and understanding. Also, respect and rapport indirectly affect customer loyalty through RQ but there is also a direct effect between rapport and responsibility and loyalty. Findings present managerial implications. Future research should validate results in multi-context or multi-country studies.
ISSN: 1475-3928
DOI: 10.1362/147539215X14503490289387
URI: https://uniwacris.uniwa.gr/handle/3000/2511
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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