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Cited by 2,301Customer Service Quality and LoyaltyService and Product InnovationCustomer churn and segmentation

Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality

Hennig-Thurau, Thorsten, Gwinner, Kevin P., Gremler, Dwayne D.·2002·Journal of Service Research
DOI 10.1177/1094670502004003006
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Abstract

The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and word-of-mouth communication). Relational benefits, which have a focus on the benefits consumers receive apart from the core service, and relationship quality, which focuses on the overall nature of the relationship, represent two approaches to understanding customer loyalty and word of mouth. This article integrates these two concepts by positioning customer satisfaction and commitment as relationship quality dimensions that partially mediate the relationship between three relational benefits (confidence benefits, social benefits, and special treatment benefits) and the two outcome variables. The results provide support for the model and indicate that the concepts of customer satisfaction, commitment, confidence benefits, and social benefits serve to significantly contribute to relationship marketing outcomes in services.

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Written from the paper’s full text.

TL;DR

This article integrates relational benefits and relationship quality into a model in which customer satisfaction and commitment partially mediate the effects of confidence/trust, social, and special treatment benefits on customer loyalty and word-of-mouth communication. Using survey data from 336 service customers and structural equation modeling, the integrated model explains more than 81% of variance in loyalty and more than 35% in word-of-mouth, with satisfaction, commitment, confidence benefits/trust, and social benefits significantly contributing to relationship marketing outcomes.

Key findings

  • The proposed integrated model explains more than 81% of the variance in customer loyalty and more than 35% of the variance in word-of-mouth communication.
  • Four constructs have a significant direct impact on loyalty: satisfaction (strongest direct impact), commitment, social benefits, and confidence benefits/trust; special treatment benefits have no significant direct impact on loyalty, leading to rejection of Hypothesis STB3.
  • For word-of-mouth communication, satisfaction and commitment are supported, with satisfaction having the strongest impact.
  • Confidence benefits/trust significantly and strongly influence satisfaction but do not significantly influence commitment; social and special treatment benefits significantly influence commitment, while satisfaction is not significantly influenced by social or special treatment benefits.
  • Special treatment benefits do not significantly influence customer loyalty either directly or via mediating variables, though a modest indirect impact on word-of-mouth communication via commitment is found.
  • Model comparison favors the integrated model over a nonmediated model: integrated model AIC = 720.01 and CAIC = 527.59 versus nonmediated model AIC = 733.61 and CAIC = -499.54; PGFI = .786 vs. .777 and PNFI = .849 vs. .840.

Methods

  • Data were collected via questionnaires using Bowen’s three service firm classifications; 71 undergraduate students served as data collectors, each provided five questionnaires, yielding 336 returned surveys evenly divided among the three service categories. The final sample consisted of 173 females and 163 males, average age 36.5 (SD = 14.4), with only 31% in the 19-24 age range.
  • Measures were borrowed from prior studies: social and special treatment benefits from Gwinner, Gremler, and Bitner (1998); satisfaction from Oliver (1980); commitment from Morgan and Hunt (1994); confidence benefits/trust combined items from Gwinner et al. (1998) and Morgan and Hunt (1994); loyalty and word-of-mouth from Zeithaml, Berry, and Parasuraman (1996).
  • Analysis followed Anderson and Gerbing’s two-step approach: measurement model first, then structural model estimated with LISREL Version 8.3; the integrated model was compared with a rival nonmediated model using AIC, CAIC, PGFI, and PNFI.

Limitations

  • The paper states that the wide variety of services used, although intentional to expand generalizability, does not allow testing for context-specific relationships; future studies should concentrate on a single service type.
  • The paper states that the cross-sectional nature of the data allows only correlational, not causal, inferences, and that a path could operate in the opposite direction from what is proposed.
  • The paper states that different customer segments may exist with regard to relational preferences, which could change the influence of relational benefits and relationship quality constructs; future research should explore this moderating relationship.
  • The paper states that different types of special treatment benefits were not fully delineated and that some may be more relevant than others; it also calls for testing the model in cultures other than North American culture.
  • Evident from the text: the sample was recruited through student data collectors rather than a random probability sample, and the study relies on self-reported measures.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.1177/1094670502004003006

Cites

99 of 99 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Claims the paper makes

0 of 86 cited sources checked · 0 supported · 0 flagged

  • Findingown data
    § Dwayne D. Gremler · p. 1

    The results provide support for the integrative model of relational benefits and relationship quality.

    “The results provide support for the model”
    Quote in the paperSubstantial claim
  • Findingown data
    § Dwayne D. Gremler · p. 1

    Customer satisfaction and commitment partially mediate the relationship between confidence benefits, social benefits, and special treatment benefits and the outcomes of customer loyalty and word-of-mouth communication in services.

    “positioning customer satisfaction and commitment as relationship quality dimensions that partially mediate the relationship between three relational benefits (confidence benefits, social benefits, and special treatment benefits) and the two outcome variables”
    Quote in the paperSubstantial claim
  • Findingown data
    § Model Paths · p. 12

    Social and special treatment benefits have a significant impact on commitment.

    “In the case of commitment, a significant impact can be found from social and special treatment benefits.”
    Quote in the paperSubstantial claim
  • Findingown data
    § Structural Model Fit · p. 10

    The local fit indices provide evidence of the substantial character of the model.

    “Furthermore, the local fit indices also provide evidence of the substantial character of the model (see the appendix for details).”
    Quote in the paperNot a substantial claim
  • Findingown data
    § Trust and Confidence Benefits · p. 14

    The influence of confidence benefits on customer loyalty occurs primarily via an indirect route.

    “The influence confidence benefits have on customer loyalty also appears to occur primarily via an indirect route.”
    Quote in the paperSubstantial claim
  • May combine two claims. 24
  • Classified as probably not a substantial claim. 35

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    Findingown data
    § Model Paths · p. 12

    Special treatment benefits do not influence customer loyalty significantly, neither directly nor via mediating variables.

    “Surprisingly, the concept of special treatment benefits was not found to influence customer loyalty significantly, neither directly nor via mediating variables.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data
    § Model Paths · p. 10

    The proposed integrated model explains more than 81% of variance in customer loyalty and more than 35% in word-of-mouth.

    “The proposed integrated model explains more than 81% of the variance in the customer loyalty construct and more than 35%ofthevariance in the word-of-mouth construct.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Findingown data
    § Sample · p. 9

    A total of 336 surveys were returned, evenly divided among Bowen's three service categories.

    “Atotal of 336 surveys were returned by the data collectors, evenly divided among Bowen's (1990) three services categories.”
    Quote in the paperNot a substantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data
    § Sample · p. 9

    The final sample consisted of 173 females and 163 males, with respondents approximately evenly distributed across four age categories.

    “The final sample consisted of 173 females and 163 males, with respondents being approximately evenly distributed across the four age categories specified above.”
    Quote in the paperNot a substantial claim

  • May combine two claims.

    Findingown data
    § Model Paths · p. 12

    Satisfaction is not significantly influenced by either social or special treatment benefits.

    “Looking at customer satisfaction, the results support confidence benefits having a significant and strong impact on satisfaction, whereas satisfaction is not significantly influenced by either social or special treatmentbenefits.”
    Quote in the paperSubstantial claim

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    Findingown data
    § Trust and Confidence Benefits · p. 13

    The combined confidence benefits/trust construct has a very strong relationship with satisfaction, the strongest of all paths.

    “We found this combined construct to have a very strong relationship with satisfaction (in fact, it is the strongest relationship of all of the paths in the model).”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data
    § Model Paths · p. 12

    For word-of-mouth communication, satisfaction and commitment have significant influence, with satisfaction having the strongest impact.

    “For word-of-mouth communication, the proposed influence of satisfaction and commitment (as components of relationship quality) are supported by the analysis, with satisfaction once again having the strongest impact.”
    Quote in the paperSubstantial claim

  • May combine two claims.

    Findingown data
    § DISCUSSION AND IMPLICATIONS · p. 13

    The offer of special treatment benefits does not appear to significantly influence customer satisfaction or customer loyalty.

    “Furthermore, the results of our study lead us to question the adequacy of economic-based 'loyalty programs,' as the offer of special treatment benefits to customers does not appear to significantly influence customer satisfaction or customer loyalty.”
    Quote in the paperSubstantial claim

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    Findingown data
    § The Influence of Relationship Quality · p. 13

    Satisfaction and commitment have a significant and strong direct impact on both customer loyalty and word-of-mouth communication.

    “In particular, satisfaction and commitment have a significant and strong direct impact on both customer loyalty and word-of-mouth communication.”
    Quote in the paperSubstantial claim

  • Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

    Findingown data
    § Sample · p. 9

    The average age of respondents was 36.5 (SD=14.4); only 31% were in the 19-24 age range, suggesting the majority were not students.

    “The average age of respondents in the sample was 36.5 (with a standard deviation of 14.4); of these, only 31% were in the 19-24 age range, suggesting that the majority of the respondents were not students.”
    Quote in the paperNot a substantial claim

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 3

    The direct influence of trust on loyalty has been questioned by recent empirical studies.

    “the direct influence of trust on loyalty has been questioned by recent empirical studies”
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    • cites Grayson and Ambler 1999

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    Premisereasoning
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 5

    The concepts of relational benefits and relationship quality are appropriate to study because other multivariate approaches are either included in these concepts, less theoretically substantiated, or less intensively discussed in the literature.

    “The concepts of relational benefits and relationship quality are appropriate to study because the other multivariate approaches are either (a) included in these concepts (e.g., commitment-trust theory), (b) less theoretically substantiated (e.g., the service profit chain approach may be interpreted as a heuristic framework), or (c) are less intensively discussed in the literature (e.g., the value-”
    Quote in the paperSubstantial claim

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    Premisecitation
    § Consequences of Confidence Benefits/Trust · p. 7

    Trust creates benefits for the customer (e.g., relationship efficiency through decreased transaction costs) that in turn foster his or her commitment and loyalty to the relationship.

    “Trust creates benefits for the customer (e.g., relationship efficiency through decreased transaction costs) that in turn foster his or her commitment and loyalty to the relationship (Garbarino and Johnson 1999; Morgan and Hunt 1994).”
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    • cites Garbarino and Johnson 1999

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    • cites Morgan and Hunt 1994

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Customers who are part of a social organization are more motivated to maintain loyalty with the organization.

    “Oliver (1999) maintains that customers who are part of a social organization (which may include both other customers and employees) are more motivated to maintain loyalty with the organization.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Oliver 1999

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Rapport, an aspect of social interaction between customers and employees, is significantly related to customers' loyalty intentions.

    “Rapport, another aspect of social interaction between customers and employees, has been found to be significantly related to customers' loyalty intentions (Gremler and Gwinner 2000).”
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    • cites Gremler and Gwinner 2000

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Social benefits are positively related to the customer's commitment to the relationship.

    “Researchers have suggested social benefits are positively related to the customer's commitment to the relationship (Goodwin 1997; Goodwin and Gremler 1996).”
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    • cites Goodwin 1997

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Berry contends that social bonds between customers and employees lead customers to have higher levels of commitment to the organization.

    “Berry (1995) contends that social bonds between customers and employees lead customers to have higher levels of commitment to the organization.”
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    • cites Berry 1995

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 3

    Kalafatis and Miller confirmed the position of commitment and trust as key mediating variables for relationship outcomes, although some hypothesized paths could not be confirmed.

    “A replication study by Kalafatis and Miller (1997) confirmed the position of commitment and trust as key mediating variables for relationship outcomes, although some of the hypothesized paths could not be confirmed.”
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    • cites Kalafatis and Miller 1997

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 3

    More recent studies suggest the impact of satisfaction on customer loyalty is rather complex.

    “more recent studies suggest the impact of satisfaction on customer loyalty is rather complex”
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    • cites Bloemer and Kasper 1994

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    • cites Oliva, Oliver, and MacMillan 1992

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    • cites Oliver 1999

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    Premisecitation
    § Dwayne D. Gremler · p. 2

    Relational benefits and relationship quality represent two promising conceptual approaches to understanding customer loyalty and word-of-mouth communication.

    “Two of the most promising conceptual approaches are (a) the relational benefits approach (e.g., Bendapudi and Berry 1997; Gwinner, Gremler, and Bitner 1998; Reynolds and Beatty 1999a) and (b) the relationship quality approach (e.g., Crosby 1991; Crosby, Evans, and Cowles 1990; Dorsch, Swanson, and Kelley 1998; Smith 1998).”
    Quote in the paperSubstantial claim0 of 3 sources checked
    • cites Bendapudi and Berry 1997

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    • cites Gwinner, Gremler, and Bitner 1998

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    • cites Crosby, Evans, and Cowles 1990

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    Premisecitation
    § Dwayne D. Gremler · p. 2

    The relationship quality approach holds that customer loyalty is largely determined by a limited number of constructs reflecting the degree of appropriateness of a relationship from the customer's perspective.

    “The relationship quality approach is based on the assumption that customer loyalty is largely determined by a limited number of constructs reflecting 'the degree of appropriateness of a relationship' (Hennig-Thurau and Klee 1997, p. 751) from the customer's perspective.”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Hennig-Thurau and Klee 1997

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    • The authors state this as an assumption: Customer loyalty is largely determined by a limited number of constructs reflecting the degree of appropriateness of a relationship from the customer's perspective.

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 4

    The value-situation model views relationship marketing outcomes as the result of the value of the service as perceived by the customer and situational variables.

    “The value-situation model of repeat purchase behavior in services relationships developed by Blackwell et al. (1999) views relationship marketing outcomes as the result of two factors: (a) the value of the service as perceived by the customer and (b) situational variables.”
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    • cites Blackwell et al. 1999

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    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 3

    The relevance of service quality for long-term success is largely undisputed.

    “the relevance of quality for long-term success is largely undisputed”
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    • cites Parasuraman, Zeithaml, and Berry 1988

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    • cites Rust and Oliver 1994

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Social bonds between customers and employees can be used to foster customer loyalty.

    “Berry (1995) suggests that social bonds between customers and employees can be used to foster customer loyalty.”
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    • cites Berry 1995

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    Premisecitation
    § Consequences of Social Benefits · p. 6

    Social relationship concepts such as liking, tolerance, and respect have been found to be influential in the development of service loyalty.

    “Social relationship concepts such as liking, tolerance, and respect have been found to be influential in the development of service loyalty (Goodwin and Gremler 1996).”
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    • cites Goodwin and Gremler 1996

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    Premisecitation
    § Dwayne D. Gremler · p. 2

    The relational benefits approach holds that categories of relationship-oriented customer benefits exist, the fulfillment of which can predict the future development of existing relationships.

    “The relational benefits approach argues that categories of relationship-oriented customer benefits exist, the fulfillment of which can predict the future development of existing relationships.”
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    • cites Bendapudi and Berry 1997

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    • cites Gwinner, Gremler, and Bitner 1998

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    • cites Reynolds and Beatty 1999a

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    • The authors state this as an assumption: Both parties in a relationship must benefit for it to continue in the long run.

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 4

    Heskett et al. proposed customer loyalty to be the result of a complex causal chain in the service profit chain model.

    “In their service profit chain model, Heskett et al. (1994) proposed customer loyalty to be the result of a complex causal chain.”
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    Premisecitation
    § Consequences of Special Treatment Benefits · p. 7

    Special treatment benefits increase emotional and/or cognitive switching barriers, which can result in increased loyalty and commitment.

    “as an organization provides additional types of special treatment benefits (e.g., economic savings or customized service) emotional and/or cognitive switching barriers are increased (Fornell 1992; Guiltinan 1989) and can result in increased loyalty and commitment on the part of the consumer (Selnes 1993).”
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    • cites Fornell 1992

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 4

    The relationship content approach holds that the process of relationship building is fundamentally shaped by economic, resource, and social exchange contents.

    “They argued that the process of relationship building is fundamentally shaped by a number of basic relationship contents: economic, resource, and social exchange, which serve as antecedents of key relational outcomes (e.g., customer loyalty).”
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    • cites Crutchfield 1998

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    • cites Morgan 2000

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    • cites Morgan, Crutchfield, and Lacey 2000

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    Premisecitation
    § Determinants of Relationship Marketing Outcomes: A Review of Key Literature · p. 4

    An empirical test of the value-situation model in pharmaceutical services shows a significant relationship between value and repeat purchase behavior as well as between situational influences and repeat purchase behavior.

    “An empirical test of the model in pharmaceutical services shows a significant relationship between value and repeat purchase behavior as well as between situational influences and repeat purchase behavior (Blackwell et al. 1999).”
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    Premisecitation
    § Consequences of Confidence Benefits/Trust · p. 7

    Each service encounter represents an opportunity for the provider to build trust and thus increase customer loyalty.

    “Bitner (1995) echoed this proposition when she asserted that each service encounter represents an opportunity for the provider to build trust and thus increase customer loyalty.”
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    • cites Bitner 1995

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    Premisecitation
    § Trust and Confidence Benefits · p. 13

    Crosby, Evans, and Cowles (1990) operationalized relationship quality as a higher order construct composed of trust and satisfaction.

    “Crosby, Evans, and Cowles (1990) operationalized relationship quality as being a higher order construct composed of trust and satisfaction.”
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    • cites Crosby, Evans, and Cowles 1990

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    § Trust and Confidence Benefits · p. 13

    Researchers have suggested trust in a provider should lead to customer commitment.

    “Researchers have suggested trust in a provider should lead to customer commitment to the relationship (Berry 1995; Ganesan and Hess 1997; Morgan and Hunt 1994).”
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    § Consequences of Confidence Benefits/Trust · p. 7

    Customers who develop trust in service suppliers based on their experiences with them have good reasons to remain in these relationships.

    “Berry (1995) proposed 'customers who develop trust in service suppliers based on their experiences with them . . . have good reasons to remain in these relationships' (p. 242).”
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    Study design and conductown data
    § Measurement Model · p. 10

    All average variances extracted are .57 or higher and exceed the .50 cutoff.

    “As illustrated in the second column of Table 3, all average variances extracted are .57 or higher and exceed the .50 cutoff recommended by Bagozzi and Yi (1988).”
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    Study design and conductcitation
    § Analysis Approach · p. 9

    Data analysis proceeds according to the two-step approach recommended by Anderson and Gerbing (1988).

    “Data analysis proceeds according to the two-step approach recommended by Anderson and Gerbing (1988).”
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    Study design and conductnone given
    § Sample · p. 9

    Three versions of the questionnaire were randomly distributed within each data collector's set of five.

    “Three versions of the questionnaire, representing each of Bowen's (1990) three categories, were randomly distributed within each data collector's set of five.”
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    Premisecitation
    § Consequences of Confidence Benefits/Trust · p. 7

    Expectations, when viewed as an anticipation as opposed to a comparative referent, have a direct influence on satisfaction because consumers tend to assimilate satisfaction levels to match expectations levels to reduce dissonance.

    “Expectations, when viewed as an anticipation as opposed to a comparative referent, are thought to have a direct influence on satisfaction because consumers tend to assimilate satisfaction levels to match expectations levels to reduce dissonance (Szymanski and Henard 2001).”
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    Study design and conductcitation
    § Operationalization of Constructs · p. 9

    Measures were borrowed from previous studies.

    “For the constructs considered, measures were borrowed from previous studies.”
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    • cites Gwinner, Gremler, and Bitner 1998

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    • cites Oliver 1980

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    • cites Morgan and Hunt 1994

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    Premisecitation
    § Consequences of Customer Satisfaction · p. 8

    Satisfaction is a leading factor in determining loyalty.

    “studies have found satisfaction to be a (and often the) leading factor in determining loyalty (e.g., Anderson and Fornell 1994; Rust and Zahorik 1993).”
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    Interpretationcitation
    § Consequences of Customer Satisfaction · p. 8

    Satisfaction is related to the fulfillment of customers' social needs, and repeated fulfillment of these social needs is likely to lead to bonds of an emotional kind that also constitute commitment.

    “In addition, satisfaction is related to the fulfillment of customers' social needs, and the repeated fulfillment of these social needs is likely to lead to bonds of an emotional kind that also constitute commitment (Hennig-Thurau and Klee 1997).”
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    Premisecitation
    § Consequences of Customer Commitment · p. 8

    Commitment directly influences positive word-of-mouth behavior.

    “Commitment has also been hypothesized as directly influencing positive word-of-mouth behavior (Beatty, Kahle, and Homer 1988).”
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    • cites Beatty, Kahle, and Homer 1988

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    Premisecitation
    § Consequences of Confidence Benefits/Trust · p. 7

    Trust in a relationship reduces uncertainty and vulnerability, especially for black-box-type services.

    “Berry (1995) suggested trust in a relationship reduces uncertainty and vulnerability, especially for so-called black-box-type services that are difficult to evaluate due to their intangible, complex, and technical nature.”
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    Study design and conductcitation
    § Sample · p. 9

    Students were recruited to serve as data collectors, a technique that has been successfully used in a variety of services marketing studies.

    “Students were recruited to serve as data collectors, a technique that has been successfully used in a variety of services marketing studies (e.g., Bitner, Booms, and Tetreault 1990; Gwinner, Gremler, and Bitner 1998).”
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    Interpretationreasoning
    § Consequences of Confidence Benefits/Trust · p. 7

    Greater levels of trust/confidence in the interaction will result in lower anxiety concerning the transaction and thus greater satisfaction.

    “This assertion is partially based on the notion that greater levels of trust/confidence in the interaction will result in lower anxiety concerning the transaction and thus greater satisfaction.”
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    Premisecitation
    § Importance of Social Benefits · p. 14

    When the customer perceives an employee is sustaining a friendship for instrumental purposes, the friendship will likely be damaged.

    “Price and Arnould (1999) argued that when the customer perceives an employee is sustaining a friendship for instrumental purposes, the friendship will likely be damaged.”
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    • cites Price and Arnould 1999

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    § Consequences of Customer Commitment · p. 8

    Commitment is strongly correlated with customer loyalty.

    “a recent study by Pritchard, Havitz, and Howard (1999) found commitment to be strongly correlated with customer loyalty.”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Pritchard, Havitz, and Howard 1999

      Not checked in the free run.

  • May combine two claims.

    Premisecitation
    § The Limited Impact of Special Treatment Benefits · p. 14

    Special treatment benefits are the most easily duplicated benefit and therefore do not provide a sustainable source of competitive advantage.

    “Furthermore, even if special treatment benefits are valued from a customer loyalty perspective, they are the most easily duplicated benefit and therefore do not provide a sustainable source of competitive advantage (Berry 1995).”
    Quote in the paperNot a substantial claim0 of 1 sources checked
    • cites Berry 1995

      Not checked in the free run.

  • May combine two claims.

    Interpretationcitation
    § The Limited Impact of Special Treatment Benefits · p. 14

    Extrinsic rewards lead to a kind of temporary behavioral loyalty but fail to contribute to the development of true relationships.

    “Transferring these findings into the context of relationships between customers and service companies, it seems plausible extrinsic rewards lead to a kind of 'temporary' behavioral loyalty, but fail to contribute to the development of what can be called 'true relationships' (Barnes 1994).”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Barnes 1994

      Not checked in the free run.

  • May combine two claims.

    Premisecitation
    § The Limited Impact of Special Treatment Benefits · p. 14

    Recent work in organizational behavior theory has found that financial and other extrinsic rewards do not lead to an increase in employee motivation and job satisfaction, and may even reduce employee attachment to the organization.

    “Recent work in organizational behavior theory has found financial and other kinds of extrinsic rewards do not lead to an increase in employee motivation and job satisfaction, and may even reduce employee attachment to the organization (Deci, Koestner, and Ryan 1999; Kohn 1993).”
    Quote in the paperSubstantial claim0 of 2 sources checked
    • cites Deci, Koestner, and Ryan 1999

      Not checked in the free run.

    • cites Kohn 1993

      Not checked in the free run.

  • Classified as probably not a substantial claim.

    Study design and conductnone given
    § The Limited Impact of Special Treatment Benefits · p. 15

    Our study does not completely tease out the impact of specific types of special treatment benefits.

    “Although our study does not completely tease out the impact of specific types of special treatment benefits, we suggest companies might benefit most by focusing on non-price-related special treatment benefits.”
    Quote in the paperSubstantial claim

  • Classified as probably not a substantial claim.

    Premisecitation
    § The Limited Impact of Special Treatment Benefits · p. 14

    Argyris (1998) found that prolonged external commitment makes internal commitment extremely unlikely.

    “Similarly, Argyris (1998, p. 103) has found 'prolonged external commitment [makes] internal commitment extremely unlikely.'”
    Quote in the paperSubstantial claim0 of 1 sources checked
    • cites Argyris (1998, p. 103)

      Not checked in the free run.

  • Probably not a substantial claim: may not pass S3 (load-bearing).

    Study design and conductreasoning
    § Limitations and Future Research · p. 15

    The possibility exists for a path to be operating in the opposite direction from what we propose.

    “Although we feel the hypotheses are well grounded, the possibility exists for a path to be operating in the opposite direction from what we propose.”
    Quote in the paperNot a substantial claim
53 of 53

  • The authors state this as an assumption.

    Both parties in a relationship must benefit for it to continue in the long run.

    “The relational benefits approach assumes that both parties in a relationship must benefit for it to continue in the long run.”

  • The authors state this as an assumption.

    Customer loyalty is largely determined by a limited number of constructs reflecting the degree of appropriateness of a relationship from the customer's perspective.

    “The relationship quality approach is based on the assumption that customer loyalty is largely determined by a limited number of constructs reflecting 'the degree of appropriateness of a relationship' (Hennig-Thurau and Klee 1997, p. 751) from the customer's perspective.”
2 of 2

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • Based upon the results of the initial CFA and following best practices in the literature, ten items with loadings below the established 'excellent fit' cutoff of .71 were deleted from the analysis.

    “Based upon the results of the initial CFA and following best practices in the literature (e.g.Boles et al., 2000;Hennig-Thurau et al., 2002), ten items with loadings below the established 'excellent fit' cutoff of .71(Tabachnick & Fidell, 2007) were deleted from the analysis.”

    From Influence of need for affiliation on small business customer loyalty (2025) · cites this paper as Hennig-Thurau et al., 2002

  • Hennig-Thurau et al. (2002) report a stronger effect of confidence benefits on customer outcomes relative to social or special treatment benefits, whereas Meldrum and Kaczynski (2007) find a stronger effect of social benefits.

    “For example, Hennig-Thurau et al. (2002) report a stronger effect of confidence benefits on customer outcomes, relative to social or special treatment benefits, whereas Meldrum and Kaczynski (2007) find a stronger effect of social benefits.”

    From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Hennig-Thurau et al. 2002

  • An overwhelming majority of studies examine relational benefits as antecedents of customer loyalty, though Gwinner et al. (1998) originally conceptualized them as a consequence of customers' demonstrations of loyalty.

    “An overwhelming majority of studies examine relational benefits as antecedents of customer loyalty (e.g., Hennig-Thurau et al. 2002), though Gwinner et al. (1998) originally conceptualized them as a consequence of customers' demonstrations of loyalty.”

    From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Hennig-Thurau et al. 2002

  • Hennig-Thurau et al. (2002) assert that relational benefits increase customer-perceived switching costs.

    “Hennig-Thurau et al. (2002) assert that relational benefits increase customer-perceived switching costs.”

    From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Hennig-Thurau et al. 2002

  • For relational benefits to be provided, customers need to exhibit some level of patronage; experiencing relational benefits from such patronage then reinforces that loyalty.

    “For relational benefits to be provided, customers need to exhibit some level of patronage; experiencing relational benefits from such patronage then reinforces that loyalty (Hennig-Thurau et al. 2002).”

    From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Hennig-Thurau et al. 2002

Self-check

Percentages, sums and reported differences re-computed from the paper’s own numbers.

Each contradiction between two passages listed here was confirmed by an independent check.

  • Indirect effect of confidence benefits on loyalty is understated

    Major

    The confidence benefits/trust → satisfaction → loyalty pathway alone contributes .673 × .516 = .347 to the indirect effect, exceeding the reported .271. The additional positive route through commitment would increase the effect further.

    Reported 0.271 · recomputed 0.347268

  • Indirect effect of confidence benefits on word of mouth is understated

    Major

    The pathway through satisfaction alone contributes .673 × .531 = .357 to the indirect effect on word of mouth, more than the reported .303. The model also reports a positive route through commitment.

    Reported 0.303 · recomputed 0.357363

  • Reported CAIC values favor the opposite model

    Minor

    The integrated model's CAIC is 527.59, while the nonmediated model's is -499.54. Under the paper's stated rule that smaller CAIC values indicate better fit, CAIC favors the nonmediated model, not the integrated model.

3 of 3

Cites

Flagged first, then by citations

Research works printed but not linked: 20

  1. Argyris, Chris, 1998, Harvard Business Review, 76, 98
  2. Barnes, James G., Third Annual “Frontiers in Services” Conference
  3. Bloemer, Jose M. M., 1994, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 7, 152
  4. Crutchfield, Tammy N. (1998), “Customer Retention in Consumer Services: A Multiple Sources-Multiple Commitments Model of Marketing Relationships”, doctoral dissertation, University of Alabama.
  5. Day, George S., 1969, Journal of Advertising Research, 9, 29
  6. Fournier, Susan, 1998, Harvard Business Review, 76, 42
  7. Frey, Bruno S., 1997, An Economic Theory of Personal Motivation
  8. Glynn, William J., 1995, Understanding Services Management, 89
  9. Gremler, Dwayne D., 1994, AMA Summer Educators’ Conference Proceedings: Enhancing Knowledge Development in Marketing, 331
  10. Hart, C.W.L., 1990, Harvard Business Review, 68, 148
  11. Kohn, A., 1993, Harvard Business Review, 71, 54
  12. Lopata, Helena Z., 1981, Research in the Interweave of Social Roles, 2, 1
  13. Parasuraman, A., 1988, Journal of Retailing, 64, 12
  14. Reichheld, Frederick F., 1993, Harvard Business Review, 71, 64
  15. Reichheld, Frederick F., 1990, Harvard Business Review, 68, 105
  16. Rust, Roland T., 1996, Service Marketing
  17. Sheth, Jagdish N., 1996 International Conference on Relationship Marketing: Development, Management and Governance of Relationships
  18. Söllner, Albrecht, 1994, Relationship Marketing: Theory, Methods, and Applications (Conference Proceedings)
  19. Yi, Youjae, 1990, Review of Marketing 1990, 68
  20. Zeithaml, Valarie A., 1996, Services Marketing

Cited by

Sorted by citations

Related

Authors
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D.
Affiliations
  • University of Hanover
  • Kansas State University (US)
  • Bowling Green State University (US)
ORCID
Gremler, Dwayne D.
Venue
Journal of Service Research
Publisher
SAGE Publications
Published
2002-02
Volume
4
Issue
3
Pages
230-247
ISSN
  • 1094-6705 (ISSN-L)
  • 1552-7379
DOI
10.1177/1094670502004003006
OpenAlex
W2109174512
Semantic Scholar
43493f7802d42578d7863cb2939c06c2349cf7c4
Cited by
2,301
References
99
Citations by year
2026: 56 · 2025: 54 · 2024: 76 · 2023: 90 · 2022: 91 · 2021: 112 · 2020: 121 · 2019: 116 · 2018: 126 · 2017: 140 · 2016: 125 · 2015: 153 · 2014: 146 · 2013: 175 · 2012: 147
FWCI
46.33
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Service Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Marketing › Customer churn and segmentation
Keywords
relationship marketing, customer loyalty, word of mouth, relationship quality, relationship benefits, customer satisfaction, customer commitment, confidence benefits, social benefits, special treatment benefits, service relationships, mediating effect

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Claims read by deepseek-v4.1-flash under definition version 3 (extract-v3) on 2026-10-06.

Classified by jev-1.13-20260917 (gold-guideline-v0.2) on 2026-10-06.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

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