The impact of service orientation on relationship quality and future intentions
Beatson, Amanda T. & Lings, Ian (2004) The impact of service orientation on relationship quality and future intentions. In Australian and New Zealand Marketing Academy Conference, 29 November-1 December 2004, Wellington.
This paper examines the impact of service orientation (SO) on relationship quality, and its consequences for consumer behaviour in the travel industry. Specifically consumers' positive behavioural intentions, perceptions of switching costs, and consumer activism are examined as consequences of relationship quality (RQ). A sample of leisure and business travellers on a cross sea ferry were surveyed using a consumer intercept methodology. We find that SO has a significant and positive impact on RQ and that RQ has a positive impact on positive behavioural intentions and perceptions of switching costs. Both RQ and switching costs were found to reduce consumer activism. The implications of these findings for service managers and academics are discussed and directions forfuture research presented.
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|Item Type:||Conference Paper|
|Keywords:||Services, relationship quality, service orientation, future intentions|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2004 [please consult the authors]|
|Deposited On:||23 Jun 2009 09:51|
|Last Modified:||05 Jan 2011 23:51|
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