Service quality and customer retention: building long-term relationships

Authors: Karin A Venetis; Pervez N Ghauri

Source: European Journal of Marketing, Volume 38, Numbers 11-12, 2004 , pp. 1577-1598(22)

Publisher: Emerald Group Publishing Limited

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Abstract:

The study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business-to-business marketing literature with service quality literature to develop a model to capture relationship commitment and other influencing factors. The model is improved with help of semi-structured interviews which is later tested through a survey of 241 companies in the advertising sector. Findings indicate that service quality indeed contributes to the long-term relationships and customer retention.

Keywords: Customer Services Quality; Customer Retention; Business-To-Business Marketing

Document Type: Research article

DOI: http://dx.doi.org/10.1108/03090560410560254

Publication date: 2004-11-01