Abstract
Globally, judicial sector regarding its relationship commitment has been discussed in few studies. In South-Asian context, service sector has been explored mostly with commercial industries like banks, restaurants and academic. However, professional industries like lawyers, doctors and brokers have rarely investigated by marketers to understand its relationship commitment with their clients considering their core antecedents. In such service industries, technical and functional service quality attributes along with communication effectives enhance client’s satisfaction. Moreover, it examined trust and relationship quality of service provider that impact client-lawyer relationship commitment. Structured questionnaire was designed for collecting a sample of 220 clients who had/have encountered civil cases at district bar Faisalabad, Pakistan. Results of structured equation model shows that professional service quality and communication effectiveness promote relationship commitment among clients and professional lawyers. Also relationship quality mediates the relationship of service quality, communication effectiveness and relationship commitment. Limitations and future research directions are also discussed. Keywords: Relationship Commitment, Professional Service Quality, Relationship Quality, Communication effectiveness, professional services JEL Classifications: M310, M130 DOI: https://doi.org/10.32479/irmm.9387
Highlights
The successful delivery of services is associated with higher degree of interpersonal skills, communication and contact between client and professional service providers such as: lawyers, doctors, architects, engineers, physiotherapist, psychotherapist, accountant, chartered accountant and others (Lovelock, 1983)
In case of advancement in ethical promotion, ethical behavior and relationship commitment there must be more research in Deming’s view (Alshurideh et al, 2016) and if lawyers are sincerer with their clients it’s their success in terms of confidence by their clients (Ndubisi et al, 2014).This study explored relative influence of technical service quality, functional service quality and communication effectiveness in shaping client’s relationship commitment and analyzing role of lawyer-client relationship quality in enhancing long-term commitment
Large value of R2 was observed in case of relationship quality due to professional service quality and communication effectiveness (Figure 1)
Summary
The successful delivery of services is associated with higher degree of interpersonal skills, communication and contact between client and professional service providers such as: lawyers, doctors, architects, engineers, physiotherapist, psychotherapist, accountant, chartered accountant and others (Lovelock, 1983). It is quite clear that implementation of relationship marketing provides service organizations with trusting relationship the enhance commitment and relationship quality among service provider and client (Denning, 1983; Oly et al, 2011). Lawyers misuse their powers and don’t express supportive behavior in delivering legal service based on relationship marketing principles which is quieting alarming specially in developing economics (Ngo and Nguyen, 2016). The role of relationship practices in professional services cannot be considered as effective unless an effective interpersonal skills and service quality is delivered to clients. For building high relationship of ethical norms are essential or even mandatory (Satkunasingam and Ndubisi, 2006)
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