Search

Social exchange theory postulates long-term customer-company relationships are built on trust and commitment. Cell phone service providers seek to secure the trust and commitment of their customers through service contracts. Relationship intention (RI) is a more precise measure of customer trust and commitment. This paper compares the trust of cell phone service customers and their commitment to cell phone services providers based on customers' contract status and RI classification. Data from 1,473 cell phone customers from South Africa (n = 589) and the Philippines (n = 884) were analyzed. The study shows for both the South African and Philippine samples that there is no relationship between respondents' contract status and their trust in or commitment to cell phone service providers and that trust in or commitment to cell phone service providers is significantly higher among high relationship intention (HRI) customers than among low relationship intention (LRI) customers. RI is a stronger indicator of customers' trust in and commitment to cell phone service providers than contracts in both countries. This makes HRI customers more receptive to relationship marketing strategies than customers with contracts or LRI customers, as HRI customers trust and commit to cell phone service providers significantly more. Keywords: trust, commitment, relationship marketing, cell phone industry, contract, relationship intention, emerging markets Teorija društvene razmjene tvrdi da se dugorocni odnosi kupca i poduzeca grade na temelju povjerenja i osjecaja obveze. Pružatelji mobilnih telekomunikacijskih usluga žele osigurati povjerenje i osjecaj obveze korištenjem ugovora. Namjera izgradnje odnosa je preciznija mjera povjerenja i osjecaja obveze kupca. U ovom se radu usporeduju povjerenje korisnika mobilnih telekomunikacijskih usluga i njihov osjecaj obveze prema pružatelju usluge, na temelju ugovornog statusa i klasifikacije namjere izgradnje odnosa. Analizirani su podaci 1,473 korisnika mobilnih usluga iz Južne Afrike (N=589) i Filipina (N=884). U radu se pokazuje da se, kako na uzorku iz Južne Afrike, tako i s Filipina, ne može utvrditi odnos izmedu ugovornog statusa i povjerenja, odnosno osjecaja obveze pružatelju mobilnih telekomunikacijskih usluga. Nadalje, povjerenje ili osjecaj obveze su znacajno veci kod kupaca s visokom namjerom održavanja odnosa nego kod kupaca s niskom namjerom. Namjera održavanja odnosa je mnogo jaci pokazatelj povjerenja i osjecaja obveze kupca, negoli ugovor, i to u obje države. Navedeno cini kupce s visokom namjerom održavanja odnosa pogodnijim za marketinške strategije održavanja odnosa od onih s niskom namjerom, s obzirom na povjerenje i osjecaj obveze. Kljucne rijeci: povjerenje, osjecaj obveze, marketing odnosa, mobilne telekomunikacije, ugovor, namjera održavanja odnosa, tržišta u nastajanju, 1. INTRODUCTION The cell phone industry contributed $4.1 trillion (or 4.7% of GDP) to the global economy in 2019, providing mobile services to more than 5.2 billion users, or more [...]

The paper uses an ongoing business-to-business (B2B) relationship perspective to establish the interrelationships between trust, commitment, and relationship satisfaction (as relational constructs) and specific assets, formalization, and opportunism (as transaction cost variables) from a buyer's perspective, framed within micro-enterprises in the business banking industry in South Africa. Data were collected via self-administered online questionnaires from 381 micro-enterprise customers of one of South Africa's major banks. We first used confirmatory factor analysis (CFA) to assess the measurement model before structural equation modeling (SEM) was used to estimate the hypothesized relationships between the study constructs. The measurement and structural models fitted the data well. The research was approached using the dual theoretical lenses of relationship marketing and transaction cost theory to investigate relationship satisfaction from a buyer's perspective. The results support the notion that, in a B2B context, relationship satisfaction is an outcome of trust and commitment, with commitment being the stronger predictor. Relationship satisfaction, in turn, was positively related to both specific assets and formalization (the relationship with formalization being the strongest), and a negative relationship between relationship satisfaction and opportunism. Since our results found commitment to be a stronger predictor of relationship satisfaction than trust (contrary to much previous research that found the opposite to be true), the paper concludes with several commitment-related suggestions for banks. Although much research exists on trust, commitment, and satisfaction, to our knowledge this study is the first using dual theoretical lenses (relationship marketing and transaction cost theory) to investigate relationship satisfaction from a buyer's perspective among micro-enterprise customers in a banking context. The insights gained from our study therefore not only address this under-researched area (micro-enterprises), but also contribute toward expanding our understanding of forming (and maintaining) banking relationships with the customers of the smallest-sized businesses. [ABSTRACT FROM AUTHOR]

This paper aims to test a nomological network of the precursors (perceived price, price fairness, and service quality) and the multi-dimensional outcomes (economic satisfaction and non-economic satisfaction; behavioral and attitudinal loyalty) of micro-enterprise customers' perception of value. Structural equation modeling was used to test a research model and two rival models from data collected from 381 micro-enterprise banking customers. The results show that, by charging fair prices, banks will increase not only micro-enterprises' positive perceptions of price and service quality, but also their perceptions of value. Positive value perceptions result in greater economic and non-economic satisfaction. This then results in loyalty in both the attitudinal and behavioral senses. Economic satisfaction should first be attained before micro-enterprise customers will be non-economically satisfied and show attitudinal loyalty before behavioral loyalty. [ABSTRACT FROM AUTHOR]

Business success is determined by the ability to establish stable relationships that result in the retention of loyal customers. Extant literature on business-tobusiness relationships highlights trust, satisfaction, cooperation, and coordination, regarded as important constructs comprising relationship quality (RQ), as key drivers for ensuring loyalty. However, the interaction between these RQ constructs remain unclear. This study accordingly investigates a framework where trust and economic satisfaction are antecedents of cooperation and coordination, which ultimately influence small business customers' loyalty towards their banks. The sample comprised 269 small businesses operating in South Africa. The empirical findings of this study show that trust and economic satisfaction within banking relationships are significant predictors of cooperation and coordination, which in turn positively influences small business customers' loyalty towards their banks. This study contributes to existing literature by incorporating a small business banking perspective investigating the interrelatedness of selected constructs on establishing stable relationship and customer loyalty. [ABSTRACT FROM AUTHOR]

We, the Editors and Publisher of Services Marketing Quarterly, have retracted the following article: Kotzé, T. & Mostert, P. (2021). Service-oriented high-performance work practices as predictors of retail employees' work engagement and service climate perceptions. Services Marketing Quarterly. 10.1080/15332969.2021.1947084. The article was mistakenly published as a duplicate of DOI: 10.1080/15332969.2020.1830638. We have been informed in our decision-making by our policy on publishing ethics and integrity and the COPE guidelines on retractions. The retracted article will remain online to maintain the scholarly record, but it will be digitally watermarked on each page as "Retracted". [ABSTRACT FROM AUTHOR]

Retailers endeavour to establish and maintain strong relationships with customers in order to build customer loyalty. Unfortunately, such endeavours are not always successful as not all retail customers reciprocate retailers’ relationship efforts. Customers’ intentions to engage in relationships with retailers (i.e. relationship intentions) should thus be the starting point in building customer loyalty. Moreover, customers’ perceptions of the strength of their relationship with a retailer (i.e. relationship quality) should also be considered when building customer loyalty. The purpose of this study is to determine whether clothing retail customers’ relationship intentions and relationship quality, individually and in combination, predict their loyalty to clothing retailers. Data were collected from 511 respondents in South Africa’s greater Tshwane metropolitan area. From a hierarchical multiple regression analysis, it was found that clothing retail customers’ relationship intentions and relationship quality are individually, and in combination, predictors of their loyalty to the retailer. Results furthermore indicate that relationship quality mediates the relationship between relationship intention and customer loyalty. The findings highlight the importance of first determining customers’ relationship intentions, and then reinforcing positive perceptions of relationship quality when building customer loyalty. [ABSTRACT FROM AUTHOR]

Increased competition has led retailers to implement relationship marketing strategies that will improve customer retention. Understanding relational development from the customers' perspective is important to the success of relationship marketing in business-to-consumer (B2C) markets. However, few studies have considered the role of customers' relationship intentions in determining the key results - satisfaction, trust, commitment, and the quality of the relationship - of successful relationship marketing. To address this gap, this study investigates whether clothing retail customers' relationship intentions predict their satisfaction with, trust in, commitment to, and relationship quality with the clothing retailer from whom they purchase most often. Convenience sampling was used to collect data from 511 clothing retail customers in the greater Tshwane metropolitan area. Regression analyses indicate that customers' relationship intentions significantly predict their satisfaction with, trust in, and commitment to the clothing retailer from whom they purchase most often. It was also found that the customers' relationship intentions significantly predict the quality of their relationship with a particular clothing retailer. [ABSTRACT FROM AUTHOR]

In an industry characterised by fierce competition, cell phone network providers find it increasingly difficult to retain their customers after service failure. It is therefore essential for cell phone network providers to offer effective service recovery when they attempt to restore customer satisfaction following service failure. As it has been argued that relationships between customers and service providers should be considered a key determinant of the service recovery required to restore post-recovery attitudes and behavioural intentions, the purpose of this study was to determine the relationships between South African cell phone customers' relationship intentions, their perceptions of service recovery and their satisfaction following service recovery. Personal in-home interviews were conducted to collect data from 605 cell phone customers residing in the Johannesburg metropolitan area. In addition to the significant positive relationships found between cell phone users' relationship intentions, perceived service recovery and satisfaction after service recovery, this study found that perceived service recovery played a mediating role in the relationship between relationship intention and satisfaction following service recovery. The study concludes that, although a direct relationship exists between relationship intention and satisfaction following service recovery, perceived service recovery plays an additional indirect complementary role in this relationship. It is recommended that, in addition to focusing their relationship efforts on customers with relationship intentions, cell phone network providers also offer positively perceived service recovery to these customers, as this would lead to greater satisfaction following service recovery. [ABSTRACT FROM AUTHOR]