Do relationship benefits and maintenance drive commitment and loyalty?

Dagger, Tracey S., David, Meredith E. and Ng, Sandy (2011) Do relationship benefits and maintenance drive commitment and loyalty?. Journal of Services Marketing, 25 4: 273-281. doi:10.1108/08876041111143104

Author Dagger, Tracey S.
David, Meredith E.
Ng, Sandy
Title Do relationship benefits and maintenance drive commitment and loyalty?
Journal name Journal of Services Marketing   Check publisher's open access policy
ISSN 0887-6045
Publication date 2011
Sub-type Article (original research)
DOI 10.1108/08876041111143104
Volume 25
Issue 4
Start page 273
End page 281
Total pages 9
Place of publication Bingley, W Yorks, U.K.
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose – This paper seeks to examine the central role that commitment plays in driving customer loyalty and to identify the effect that confidence, social and special treatment benefits as well as relationship investment, communication and management have on the development of commitment, and ultimately customer loyalty.

Design/methodology/approach – The paper reports the results of a national mail survey of 591 consumers across nine different service industries.

Findings – The findings of the study suggest that relationship commitment drives customer loyalty and that confidence, social and special treatment benefits affect commitment to the service, as does relationship investment and management. Surprisingly, relationship communication was found to have a negative effect on commitment to the service.

Practical implications – This paper provides managers with insight as to how they can better create and sustain loyal relationships through the creation of customer commitment.

Originality/value – The paper empirically demonstrates the importance of commitment in developing and sustaining loyal relationships while also providing a detailed assessment of the role of relationship benefits and maintenance in creating committed customers.
Keyword Relationship marketing
Relationship benefits
Customer relationship management
Customer loyalty
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 16 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 25 times in Scopus Article | Citations
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Created: Fri, 18 May 2012, 14:27:13 EST by Karen Morgan on behalf of UQ Business School