Relationship Quality Between Customer and Provider in the Service Sector
The relationship quality can be used to assess the effectiveness of relationship marketing (Hennig-Thurau, et aI., 2002). By adopting Nordic approach, relationship quality in this study consists of two levels of interaction, i.e. interpersonal and organizational levels. In addition, since the re...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English English |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/8188/1/GSM_2008_11_IR.pdf http://psasir.upm.edu.my/id/eprint/8188/ |
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| Institution: | Universiti Putra Malaysia |
| Language: | English English |
| Summary: | The relationship quality can be used to assess the effectiveness of
relationship marketing (Hennig-Thurau, et aI., 2002). By adopting Nordic
approach, relationship quality in this study consists of two levels of
interaction, i.e. interpersonal and organizational levels. In addition, since the
relationship quality is not tied down to any standardized dimension, the study
aims to investigate the dimensions of relationship quality in services sector,
using two types of services, i.e. credence and experience services.
The data was collected using personal interview on the selected residents of
Putrajaya. For this purpose, two sets of questionnaire were developed for the
two services studied (credence & experience services). The study gathered
421 completed questionnaires. The data were then analyzed using factor
analysis, multiple regression and discriminant analysis to fulfill the research
objectives. The findings showed that both levels were empirically important for service
sector. However, the findings tend to differ slightly according to the type of
service. At interpersonal level, closeness factor was significant for credence
services but not for experience services. Communication and special care
were significant for both service types, whereas a new dimension
(communication quality), that emerged from the study, was not significant for
both service types. At organizational level, trust was significant for
experience services but not for credence services. Nonetheless, commitment
and satisfaction showed significant findings for both service types.
Based on the study, it is recommended that credence service firms can
exploit 'closeness' through friendliness, trustworthiness, responsiveness,
competency, and empathy in service to build relationship with customers.
Contrary to that of credence service firms, experience service firms might
focus on developing customers trust on the organization by delivering highly
skilled services along with strong support from the organization. |
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