Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality

Thorsten Hennig-Thurau, Kevin P. Gwinner & Dwayne D. Gremler
The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship quality, which focuses on the overall nature of the relationship, represent...
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