Service quality and customer retention: building long‐term relationships

Karin A. Venetis, Pervez N. Ghauri

Research output: Contribution to journalArticlepeer-review

161 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)1577-1598
Number of pages22
JournalEuropean Journal of Marketing
Issue number11-12
Publication statusPublished - Nov 2004

Bibliographical note

Publisher Copyright:
© 2004, Emerald Group Publishing Limited.


  • Business‐to‐business marketing
  • Customer retention
  • Customer services quality

ASJC Scopus subject areas

  • Marketing


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