Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/27171
Title: Is customer loyalty vulnerability-based? An empirical study of a Chinese capital-intensive manufacturing industry
Authors: Wong, YH
Chan, RYK 
Ngai, EWT 
Oswald, P
Keywords: Customer loyalty
Relationship marketing
Vulnerability-based relationship
Issue Date: 2009
Publisher: Elsevier
Source: Industrial marketing management, 2009, v. 38, no. 1, p. 83-93 How to cite?
Journal: Industrial marketing management 
Abstract: Through cooperation, firms can work together to collectively enhance their performance by sharing resources so as to achieve complementary synergism; while assuring their own self interests by adapting some opportunistic tasks simultaneously to gain benefits. There are few studies on the key but hidden reality of relationship vulnerability - i.e., the dynamic process of both creating relationship value and making sacrifices. We aim to empirically investigate the dimensions of a vulnerability-based relationship (complementary synergism and opportunism) and its link with customer loyalty. A framework is proposed in order to give a new dynamic tool in understanding and implementing effective customer loyalty strategies. Our findings revealed that the level of a vulnerability-based relationship is reflected by the high levels of flexible customization, relationship-specific bonding, coercive integration, buyer idiosyncratic investment and a low level of self-interest seeking. A vulnerability-based relationship also has a positive impact on loyalty. Managerial implications of our study are described.
URI: http://hdl.handle.net/10397/27171
ISSN: 0019-8501
EISSN: 1873-2062
DOI: 10.1016/j.indmarman.2007.10.002
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