Building Customer Relationships: a Comparison Across Multiple Service Encounters

The purpose of this study is to investigate the impacts of relational bonds on customer loyalty in various service encounters. Data were obtained from a sample of 621 Taiwanese customers in the securities industry. The findings are threefold. First, financial bonds have little impact on customer loyalty, social bonds create an intermediate impact on customer loyalty, and structural bonds have the greatest impact on customer loyalty. Second, social bonds influence customer loyalty more in person-to-person encounters than in interactive voice response systems or Internet encounters. Third, structural bonds affect customer loyalty more on the Internet than in person-to-person or interactive voice response system situations.



Citation:

Hung-Chang Chiu, Monle Lee, Yi-Ching Hsieh, and Li-Ya Chen (2007) ,"Building Customer Relationships: a Comparison Across Multiple Service Encounters", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 720-725.

Authors

Hung-Chang Chiu, National Chung Hsing University, Taiwan
Monle Lee, Indiana University South Bend
Yi-Ching Hsieh, National Central University, Taiwan
Li-Ya Chen, Ming Chuan University, Taiwan



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door

Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University

Read More

Featured

“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More

Featured

Presidential Address

Stacy Wood, North Carolina State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.