Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/35535
Title: The role of relationship marketing investments in customer reciprocity
Authors: Lee, JS 
Kim, S 
Pan, S 
Keywords: Consumer behavior
Favorable reciprocal behaviors
Gratitude
Relational benefits
Relationship marketing investments
Issue Date: 2014
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2014, v. 26, no. 8, p. 1200-1224 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose – This paper aims to, building on the concept of relational benefits, relationship marketing investments, gratitude, satisfaction and favorable reciprocal behaviors, examine the mechanism of cultivating relationships with valued customers at an upscale restaurant.
Design/methodology/approach – To capture the traits of the population (upscale restaurant customers who perceive relationship marketing investments by experiencing relational benefits), upscale restaurant customers with membership cards were contacted in the survey. Structural equation modeling was used to test measurement and structural models.
Findings – Empirical findings indicated that confidence and social benefits positively contributed to relationship marketing investments, whereas special treatment benefits were not significantly related to relationship marketing investments. In turn, relationship marketing investments positively affected both gratitude and satisfaction; relationship marketing investments were also more associated with gratitude than satisfaction. Gratitude positively evoked favorable reciprocal behaviors; however, satisfaction did not trigger favorable reciprocal behaviors.
Originality/value – The integration of relationship marketing investments and gratitude into the conceptual model would allow the current findings to generate rich theoretical and practical implications that the extant hospitality literature has not elucidated.
URI: http://hdl.handle.net/10397/35535
ISSN: 0959-6119
DOI: 10.1108/IJCHM-04-2013-0166
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