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Would social and functional benefits provided by service personnel and other customers be a double-edged sword?

Temerak, M.S. (2015) Would social and functional benefits provided by service personnel and other customers be a double-edged sword? In: ANZMAC Conference Proceedings. 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing. . ANZMAC (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Abstract

Keeping loyal customers is very challenging, especially when customers' are in a situation to choose between their loyalty towards the firm and towards a preferred service employee/other fellow customers. This paper examines the effect of social and functional benefits coming from a preferred employee versus other fellow customers, on three forms of loyalty: firm-owned, employee-owned and customer-to-customer loyalty. A total of 207 valid responses were collected, in a GYM context, using a systematic sample and then, analyzed by the means of PLS-SEM. The functional benefits coming from a preferred employee, were found associated with customers’ satisfaction with the firm, while social benefits coming from the same employee were found associated with employee-owned loyalty. For interactions with other fellow customers, functional benefits were the strongest predictor of customer-to-customer loyalty, followed by social benefits. Customers’ satisfaction with the firm was found to reduce employee-owned and customer-to-customer loyalty, but enhance one’s firm-owned loyalty.

Item Type: Conference or workshop item (Proceeding)
Uncontrolled keywords: C-to-C Loyalty, Social Benefits, Functional Benefits, Employee-Owned Loyalty
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 31 Oct 2019 11:52 UTC
Last Modified: 01 Nov 2019 16:56 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/78113 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
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