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.
| Original language | English |
|---|---|
| Pages (from-to) | 1577-1598 |
| Number of pages | 22 |
| Journal | European Journal of Marketing |
| Volume | 38 |
| Issue number | 11-12 |
| DOIs | |
| Publication status | Published - Nov 2004 |
Bibliographical note
Publisher Copyright:© 2004, Emerald Group Publishing Limited.
Keywords
- Business‐to‐business marketing
- Customer retention
- Customer services quality
ASJC Scopus subject areas
- Marketing
Fingerprint
Dive into the research topics of 'Service quality and customer retention: building long‐term relationships'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver