The Effects of Relationship Marketing Instruments on Loyalty: The Case of Customer Terminology

As service firms seek to build stronger customer relationships, in addition to providing quality service, they commonly adopt a variety of relationship marketing instruments. One such technique is customer terminology (i.e., calling the customer guest, family, or member). This research empirically e...

Full description

Saved in:
Bibliographic Details
Published in:Services marketing quarterly 2007-03, Vol.28 (3), p.1-14
Main Authors: Lilly, Bryan, Tippins, Michael J., Pollack, Birgit Leisen
Format: Article
Language:English
Subjects:
affiliation
Customer relations
Effects
loyalty
Loyalty programs
Marketing
Quality of service
Relationship marketing
service
Studies
Terminology
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:As service firms seek to build stronger customer relationships, in addition to providing quality service, they commonly adopt a variety of relationship marketing instruments. One such technique is customer terminology (i.e., calling the customer guest, family, or member). This research empirically examines the effects of using customer terminology on loyalty behaviors. A total of 273 subjects participated in an experimental study. The results underline the importance of providing excellent service. However, using customer terminology did not significantly affect loyalty. Thus, organizations that have adopted customer terminology as a relationship marketing instrument may not be realizing their expected gains.
ISSN:1533-2969
1533-2977
DOI:10.1300/J396v28n03_01