Abstract
ABSTRACT This study examines how the nature of the relationship between a service provider and a customer affects the customer's perception of service value. Drawing from relational exchange theory, we suggest that service provider/customer relationships characterized as more relational enhance the customer's perceptions of value directly and through the mediating effect of the customer's perceived risk. Further, we propose that the customer's perception of value increases future patronage intentions, mediated by customer satisfaction and dependence. We apply relational exchange theory to explain relationships from the customer's perspective in three different services contexts. The results of an empirical study of customers in three different services contexts generally support the model. Theoretical and managerial implications are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
