Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality

  • Hennig-Thurau T
  • Gwinner K
  • Gremler D
  • 547

    Readers

    Mendeley users who have this article in their library.
  • 927

    Citations

    Citations of this article.

Abstract

The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship quality, which focuses on the overall nature of the relationship, represent two approaches to understanding customer loyalty and word of mouth. This article integrates these two concepts by positioning customer satisfaction and commitment as relationship quality dimensions that partially mediate the relationship between three relational benefits (confidence benefits, social benefits, and special treatment benefits) and the two outcome variables. The results provide support for the model and indicate that the concepts of customer satisfaction, commitment, confidence benefits, and social benefits serve to significantly contribute to relationship marketing outcomes in services.

Author-supplied keywords

  • Internet
  • business models
  • e-commerce
  • financial markets
  • pricing

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Thorsten Hennig-Thurau

  • Kevin P. Gwinner

  • Dwayne D. Gremler

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free