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The relationship between exchanged resources and loyalty intentions

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  • Margareta Friman
  • Mark S. Rosenbaum
  • Tobias Otterbring

Abstract

This research aims to revive the applicability of the exchange concept in the marketing domain. The authors draw on current exchange theories to show how members of an aquatic center receive relational, social support, and restorative resources from other center members and employees. They then empirically demonstrate that members’ loyalty to the center is fueled by the resources they receive from others in the center and that their experience in the center mediates the relationship between exchanged resources and member loyalty. This research reveals that service organizations may foster person-place bonds by providing customers with resources over and above goods and services. Customers appreciate resources that transform their well-being, such as social support and natural, restorative resources, and they demonstrate loyalty to places where they can obtain therapeutic resources. From a theoretical standpoint, this work shows support for the notion that the exchange concept is a foundational aspect of a general theory of marketing and explains how the exchange and value concepts in marketing are linked together.

Suggested Citation

  • Margareta Friman & Mark S. Rosenbaum & Tobias Otterbring, 2020. "The relationship between exchanged resources and loyalty intentions," The Service Industries Journal, Taylor & Francis Journals, vol. 40(11-12), pages 846-865, July.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:11-12:p:846-865
    DOI: 10.1080/02642069.2018.1561875
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    Cited by:

    1. Otterbring, Tobias & Bhatnagar, Roopali & Samuelsson, Peter & Borau, Sylvie, 2021. "Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Vilnai-Yavetz, Iris & Gilboa, Shaked & Mitchell, Vince, 2021. "Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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