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Relational benefits, their consequences, and customer membership types

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  • Yong-Ki Lee
  • Byung-Ho Choi
  • Dong Jin Kim
  • Sunghyup Sean Hyun

Abstract

The purpose of this research is to develop and test a theoretical model in which customer satisfaction mediates the relationship between a firm's relational benefits efforts (i.e. psychological, social, and special treatment benefits) and customer voluntary performance behaviors. Through a review of literature, a conceptual model was developed and then tested utilizing data collected from 522 hotel restaurant patrons. The results indicated that customer relational benefits influence customer voluntary behaviors, the impact of which is mediated by customer satisfaction. More importantly, it was found that the relationships among relational benefits, customer satisfaction, and customer voluntary performance differ depending on whether the surveyed customers had paid or free memberships with the companies in question. The managerial implications of these findings are discussed in the latter part of this article.

Suggested Citation

  • Yong-Ki Lee & Byung-Ho Choi & Dong Jin Kim & Sunghyup Sean Hyun, 2014. "Relational benefits, their consequences, and customer membership types," The Service Industries Journal, Taylor & Francis Journals, vol. 34(3), pages 230-250, February.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:3:p:230-250
    DOI: 10.1080/02642069.2013.763927
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    References listed on IDEAS

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    Cited by:

    1. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    3. Lo, Fang-Yi & Yu, Tiffany Hui-Kuang & Chen, Hsin-Hao, 2020. "Purchasing intention and behavior in the sharing economy: Mediating effects of APP assessments," Journal of Business Research, Elsevier, vol. 121(C), pages 93-102.
    4. El Sayed A. Nagy & Wafaa Galal Marzouk, 2018. "Factors Affecting Customer Citizenship Behavior: A Model of University Students," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 54-70, March.

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