Online from: 1987
Subject Area: Marketing
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|Title:||How customer voice contributes to stronger service provider relationships|
|Author(s):||Russell Lacey, (University of New Orleans, New Orleans, Louisiana, USA)|
|Citation:||Russell Lacey, (2012) "How customer voice contributes to stronger service provider relationships", Journal of Services Marketing, Vol. 26 Iss: 2, pp.137 - 144|
|Keywords:||Customer loyalty, Customer relationship management, Customer retention, Customer voice, Customers, Loyalty programs, Relationship marketing|
|Article type:||Research paper|
|DOI:||10.1108/08876041211215293 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes.
Design/methodology/approach – Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury specialty retailer (
Findings – Customer voice is shown to positively and directly relate to customers' willingness to increase the volume and share of their purchases, impart positive word of mouth, and participate in a variety of marketing research initiatives.
Research limitations/implications – The multi-contextually supported results are based on distinct customer groups with varying ties to the service provider.
Practical implications – As service providers are able to favorably influence customer voice, they also stand to improve their marketing performance.
Originality/value – This study provides a theoretically richer and broader view of customer voice as a driver of strengthened service provider relationships. The findings demonstrate how customer voice does more than protect against customer defection by also contributing to customer relationship building.
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