Pinelopi Athanasopoulou

Relationship quality: a critical literature review and research agenda

Purpose – In todays highly competitive environment losing customers is very costly. Customer retention and loyalty have become possible through the development of long‐term, mutually beneficial relationships with customers. This paper seeks to critically review the literature on relationship quality (RQ) and to suggest avenues for further research.Design/methodology/approach – Data were collected with impartial cross‐referencing of papers published in all major journals in the marketing area. Papers are presented in tabulated form based on six rigorously cross‐checked categories of information.Findings – Most RQ research centres on business‐to‐business (b‐to‐b) markets and products use survey data, look at relationships from the customer perspective and analyse either the US or European markets. Also, results differ in various contexts and there is no universally accepted framework for RQ. By analysing the different variables used in previous studies, a general conceptual framework is provided for the st...

Antecedents and consequences of relationship quality in athletic services

Purpose – The purpose of this paper is to conceptualise relationship quality (RQ) and determine its antecedents and consequences in athletic services.Design/methodology/approach – One in‐depth case study is carried out in a big fitness centre and involves ten personal interviews with various employees and observation.Findings – RQ is perceived through the behaviour of both provider and customer and the quality of their interaction. RQ antecedents include the personality and skills of employees and customers; the servicescape; the quality of the offer; permanent staff; the relational orientation and reputation of the provider; the power of entertainment, and relationship duration. Finally, RQ effects include the creation of enduring customers; psychologic benefits for customers; employee satisfaction; customer retention and profitability; new service ideas; relationship exploitation, and the personal success and reputation of instructors.Research limitations/implications – New variables emerge for analysin...

The role of service fairness in the service quality – relationship quality – customer loyalty chain

Purpose – The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness – a distinct service evaluation concept. Specifically, the study aims to investigate the impact of service fairness on relationship quality as a complementary to service quality driver, and the direct and indirect effect of service fairness on customer loyalty in the presence of service quality and relationship quality in a no failure/recovery effort service context. Design/methodology/approach – A telephone survey of a random sample of 408 customers of auto repair and maintenance services was implemented using a structured questionnaire with established scales. Data were analyzed with partial least squares path methodology, a structural equation modeling methodology. Findings – Interactional fairness is the most important formative determinant of customers’ overall fairness perception, followed by procedural and distributive fai...

Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust

In today’s highly competitive environment, the survival/prosperity of e-tailers depends on their ability to provide excellent services to their customers establish successful relationships with them and gain their loyalty. This study empirically tests a model of the determinants of customer loyalty in an e-tailing context. More specifically, e-service quality dimensions and their relationship to e-satisfaction and e-trust, and determine the relevant impact of e-satisfaction and e-trust on e-loyalty are investigated. The analysis of data collected from 451 customers of consumer electronics e-tailers in Greece indicated that: 1) e-loyalty is positively affected by e-satisfaction and e-trust; 2) e-service quality dimensions of reliability/efficiency; privacy/security and ease of use/usability are shown to be antecedents of both e-satisfaction and e-trust; 3) e-satisfaction mediates the relationship between the other three e-service quality dimensions, namely information quality/benefits, responsiveness, and web design and e-trust. Finally, several managerial implications are discussed and further research directions are provided.

Relationship quality in sports: a study in football teams and fitness centres

Purpose – The purpose of this study is to identify the antecedents and dimensions of relationship quality (RQ) between customers and providers of athletic services.Design/methodology/approach – Data collection involved in‐depth, personal interviews of fitness centre customers and year‐ticket holders of football clubs in order to determine the similarities and differences between the two contexts. RQ is approached from the point of view of the customer since no other study has investigated that part of the dyad. Data were analysed with thematic content analysis.Findings – In fitness clubs, RQ is perceived as a relationship that involves trust, customer satisfaction and commitment; social bonds with employees; effective cooperation and communication, and adaptation of services to suit customers’ needs. In contrast, the relationship of football club year‐ticket holders is simpler and is perceived as trusting; satisfying for customers and one where customers feel committed to the team. The antecedents of RQ i...

The role of corporate image and switching barriers in the service evaluation process

Purpose – The purpose of this paper is to better predict customers’ behavioral intentions (BI) by developing and empirically testing an integrative conceptual framework that allows us to investigate the mediating role of corporate image (CI) and switching barriers (SB) in the interrelationships among service evaluation constructs (i.e. service quality (SQ), perceived value and customer satisfaction (CS)) and customers’ future intentions. These relationships are explored in the mobile telecommunications service context. Design/methodology/approach – Around 1,000 customers of mobile telecommunication services were questioned using a structured questionnaire. To test the proposed hypotheses, a model was constructed and estimated using the method of partial least squares path methodology. Findings – Findings indicate that the provision of high-SQ and the creation of superior value, through the development of reasonable costs, can result in high-CS; enhanced CI, and either directly or indirectly through SB, in...

The development of new sponsorship deals as new business-to-business services

Purpose – The purpose of this paper is to analyse the process followed by sponsors and sport properties in developing their sponsorship deals as seen from a new service development (NSD) perspective. Sponsorships are expensive and can be a source of sustainable competitive advantage if managed appropriately. Therefore, the authors need to approach sponsorship strategically and formalise sponsorship decision-making. Sponsorships are considered to be complex, relationship-based, business-to-business services, and the development of such services has been analysed in the NSD literature. As past research on the development process of sponsorship deals is limited, the use of an NSD perspective can help in formalising sponsorship decision-making. Design/methodology/approach – Four case studies were conducted involving two professional, premier league football clubs and two sponsoring organisations, one major sponsor for each club. One of the dyads involved a brand new sponsorship deal and the other a renewal. F...

Gen Y-ers’ brand loyalty drivers in emerging devices

Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as perceived by Gen Y-ers, identify the components that contribute to its formulation, and investigate its relative influence on the development of brand relationships, represented by satisfaction and brand trust, and on brand loyalty. Design/methodology/approach A mall-intercept survey of a sample of 1,109 Gen Y consumers was implemented using a structured questionnaire with established scales. Data were analyzed with PLS-PM, a SEM methodology. Findings Results show that brand satisfaction and reliability are the main drivers of Gen Y-ers’ brand loyalty followed by brand intentions, while both trust dimensions (reliability and intentions) and satisfaction partially mediate the relationship between brand value and brand loyalty. Brand value is also directly related to brand loyalty irrespective of consumer-brand relationship quality. Also, functional value-quality and emotional value are shown to be the most important components for brand value formulation followed by functional value-price and brand reputation (BRP) whereas symbolic value is the least important. Research limitations/implications The sample is country specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications Emerging devices should provide customers both functional (e.g. advanced features, attractive style, quality, durability) and emotional (entertainment, communication) benefits in order to increase brand loyalty. Furthermore, firms should manage their BRP since it can affect significantly brand value, customer-brand relationship quality, and brand loyalty. Originality/value The model developed provides a useful guideline for marketers in identifying the most important brand benefits for Gen Y-ers for developing relationships and stay loyal to a brand.