A customer‐service worker relationship model

Abstract

True loyalty, defined by a high relative attitude in addition to high repeat purchase, is an extremely valuable asset to the service firm – as the customer’s search motivation for competitive alternatives is reduced, he/she shows an immunity to the pull of competition and provides favourable word of mouth. A conceptual model presents the likely influence of customer relationships with service workers on the development of true customer loyalty to the service firm. It is suggested that strong customer relationships with a firm’s service personnel lead to true customer loyalty to the service firm, as positive attitudes towards service staff are transferred directly to the firm. In situations where a strong relationship develops between the customer and only one particular service worker, true loyalty to the service firm will be an outcome of high personal loyalty and therefore be dependent on the continued availability of the service worker. To assist managers in encouraging relationship development between high value customers and their service personnel, potential antecedents of relationship strength have been identified. These include: the amount of perceived benefits/rewards the customer receives from the service worker, the age of their relationship, the service contact intensity, the customer’s perceived risk in acquiring the service, the customer’s interpersonal orientation and the service worker’s customer orientation as perceived by the customer.

Perceived value, customer attitude and loyalty in retailing

“…Table 1 shows the main characteristics of the research. The items included in the questionnaire regarding perceived value have been extracted and adapted from the scale proposed by Sweeney and Soutar (2001) , whereas the valuation of the global attitude of the client is that of Bove and Johnson (2000) . Items for measuring loyalty towards the retailer have been adapted from Srinivasan et al .…”

Pengaruh Service Fairness, Empathy Dan Physical Environment Terhadap Customer Satisfaction Dan Customer Loyalty

“…Penciptaan loyalitas telah menjadi tujuan utama dari banyak kegiatan bisnis yang ada terutama di sektor jasa (Bove & Johnson, 2000).Menurut Berry & Parasuraman (1991) customer loyalty telah menjadi salah satu kunci keberhasilan bagi sebagian besar bisnis karena dengan mempertahankan pelanggan yang sudah ada atau konsumen yang melakukan pembelian secara terus menerus jauh lebih menguntungkan secara kontinu daripada mencari pelanggan baru. Zeithaml, Berry & Parasuraman (1996) mengungkapkan faktor terpenting dari loyalitas yang berisi lima hal yaitu: (a) Mengungkapkan hal-hal positif tentang perusahaan; (b) Merekomendasikan perusahaan untuk seseorang baik teman atau kerabat yang membutuhkan saran; (c) Mendorong teman dan kerabat untuk melakukan bisnis atau transaksi dengan perusahaan yang direkomendasikan; (d) Mengingat perusahaan tersebut sebagai pilihan pertama untuk membeli atau melakukan transaksi baik dari segi layanan maupun produk yag ditawarkan; (e) Melakukan lebih banyak bisnis atau transaksi dengan perusahaan dalam beberapa tahun ke depan.…”

Fatores que Impactam a Intenção de Compra do Consumidor do Serviço de Personal Trainer

“…Nessa situação, os alunos, ao perceberem essa capacidade do profissional, são mais receptivos às instruções e se sentem motivados a contratar esse prestador de serviço (Bove & Johnson, 2000).…”

“…Assim, entender a necessidade do aluno antecipadamente ajudará o personal trainer a não ser um profissional passageiro na vida dele (Patterson & Smith, 2001), pois, se esses clientes percebem que o prestador de serviço está buscando atender às suas necessidades, boas relações estão mais propensas a ocorrer, contribuindo para a intenção de compra do consumidor (Bove & Johnson, 2000). Assim, chega-se à hipótese:…”