Customers' motivations for maintaining relationships with service providers Academic Article

abstract

• Understanding why customers are receptive to relationships with service providers is a key issue in relationship marketing. This paper suggests that four broad drivers - environmental variables, partner variables, customer variables and interaction variables - affect customers' receptivity to relationship maintenance. Customers may maintain relationships either because of constraints (they " have to" stay in the relationship) or because of dedication (they "want to" stay in the relationship). The potentially differential effects of these dual motivations on customers' subsequent relationship attitudes and behaviors are examined. A model of relationship maintenance is developed and propositions are presented regarding the antecedents and consequences of customers' relationship maintenance. Theoretical and practical implications of the paper are discussed. 1997 New York University. All rights of reproduction in any form reserved.

authors

• Berry, Leonard

published proceedings

• JOURNAL OF RETAILING

author list (cited authors)

• Bendapudi, N., & Berry, L. L.

citation count

• 1058

complete list of authors

• Bendapudi, N||Berry, LL

publication date

• March 1997

publisher

• Elsevier  Publisher

published in

• Journal of Retailing  Journal

keywords

• 35 Commerce, Management, Tourism And Services
• 3503 Business Systems In Context
• 3506 Marketing
• Behavioral And Social Science

Digital Object Identifier (DOI)

• 10.1016/S0022-4359(97)90013-0

start page

• 15

end page

• 37

volume

• 73

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.1016%2Fs0022-4359%2897%2990013-0