Functional vs relational benefits: what matters most in affinity marketing?

Koritos, Christos; Koronios, Konstantinos; Stathakopoulos, Vlasis

doi:10.1108/jsm-10-2012-0213

Cited by 27 publications

(23 citation statements)

References 53 publications

(69 reference statements)

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“…And the results of data analysis also indicate that community satisfaction bears a significant impact on positive word-of-mouth. Consistent with existing research results (Chen and Hu, 2010;Koritos et al, 2014), when customers are satisfied with the smartphone community, they become favorable supporters of the community.…”

Section: Summary and Discussionsupporting

confidence: 84%

Understanding relationship benefits from harmonious brand community on social media

Zhang

Luo

2016

Internet Research

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Purpose – Brand communities have been labeled as a social aggregation of brand fans and businesses. Yet, limited research has examined customers’ perceived relationship benefits in brand community on social media. Drawing from social capital theory and relationship benefits research, the purpose of this paper is to discover how online harmonious brand community influence customers’ perceived relationship benefits (i.e. confidence, special treatment, social and honor). Design/methodology/approach – Hypotheses are tested by applying a structural equation modeling and the data are collected from a survey of smartphone community members (n=543) based on Sina Weibo. Findings – The results suggest that harmonious brand communities strengthen customers’ perceived relationship benefits on social media, which are the important factors to form community satisfaction and positive word-of-mouth of community. And community engagement amplifies the influence of harmonious brand communities and has a moderating effect on the role of harmonious community relationships in confidence benefits. Originality/value – The present study extends prior research on relationship benefits from the perspective of brand community based on social media and reveals the role of harmonious community relationships in developing community satisfaction and positive word-of-mouth.

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Section: Summary and Discussionsupporting

confidence: 84%

Understanding relationship benefits from harmonious brand community on social media

Zhang

Luo

2016

Internet Research

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“…Social benefit makes customers feel an affinity towards the service providers, enabling social relationship [ 18 ]. Lastly, economic benefit is what customers receive based on time and cost savings or functional convenience [ 19 ].…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

Hong

Kim

2020

Behavioral Sciences

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This study aimed to empirically examine what effects confidence, social, and economic benefit factors have on continuous relationship orientation through the mediation of service trust, service satisfaction, and customer engagement factors in the auto maintenance and repair service sector. This study carried out a questionnaire survey with 319 customers using auto maintenance and repair service and verified hypotheses. As a result of the analysis, the confidence and social benefits of auto maintenance and repair service affected service trust, while the confidence and economic benefits affected service satisfaction. Service trust did not affect customer engagement or long-term relationship continuity but affected them when it mediated service satisfaction. Consequently, it was revealed that confidence benefit should be consolidated and that professionalism or service quality excellence in maintenance or repair becomes the most important factors to produce customer engagement or long-term relationship continuity in the auto maintenance and repair service. Although it is vital to improve trust or service, it is confirmed that a relationship can be maintained only if the auto maintenance or repair service is satisfactory.

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“…Considering the crucial role of customer satisfaction in relationships, it has been investigated in past studies as a mediator between relational benefits and customer loyalty; word of mouth (Hennig‐Thurau et al., ; Lee et al., ; Vázquez‐Carrasco & Foxall, ); customer participation and customer cooperation (Lee et al., ); repeat purchase, cross‐buying intentions (Dimitriadis & Koritos, ); share of use (Koritos, Koronios, & Stathakopoulos, ); and many others. In fact, customer satisfaction is the realization of positive or negative feelings after considering the associated costs and benefits received from a particular service (Woodruff, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Impact of relational benefits on trust in the Asian context: Alternative model testing with satisfaction as a mediator and relationship age as a moderator

Fatima

Mascio

Johns

2018

Psychology and Marketing

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Although it is an established phenomenon in the literature that relational benefits have many positive outcomes, the comparative effect of each type of benefit on different types of trust when customer satisfaction is the mediator, in particular in the Asian context, remains unexplored in the services literature. Therefore, this study, using several alternative models, aims to identify the impacts of confidence benefit, social benefit, and specific treatment benefit on competence, contractual, and goodwill trust, along with an investigation of the mediation impact of customer satisfaction. The study also explores the moderation impact of relationship age on the relational benefits–customer satisfaction relationship. The study's findings from partial least squares‐based structural equation modeling analysis confirmed that ensuring confidence benefit produces a higher level of competence trust and contractual trust in comparison to that achieved by social benefit and special treatment benefit, whereas the latter two types of benefit are crucial for developing goodwill trust. Although customer satisfaction was found to be a significant mediator between relational benefits and the three dimensions of trust, the moderation effect of relationship age was not significant in any model. The study's managerial and theoretical implications are presented in the final section of the paper.

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Functional vs relational benefits: what matters most in affinity marketing?

Cited by 27 publications

References 53 publications

Understanding relationship benefits from harmonious brand community on social media

Understanding relationship benefits from harmonious brand community on social media

The Relationship Benefits of Auto Maintenance and Repair Service: A Case Study of Korea

Impact of relational benefits on trust in the Asian context: Alternative model testing with satisfaction as a mediator and relationship age as a moderator

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