Please use this identifier to cite or link to this item: http://repository.vnu.edu.vn/handle/VNU_123/29298
Title: Outcome versus process value in service delivery
Authors: Luu, Ngoc
Le, Nguyen Hau
Ngo, Liem Viet
Keywords: Customer loyalty;Process value;Outcome value;Relationship strength
Issue Date: 2016
Publisher: EMERALD GROUP PUBLISHING LTD, HOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLAND
Citation: ISIKNOWLEDGE
Abstract: Purpose - This study is embedded in social exchange and transaction cost theories. The purpose of this paper is to compare the relative importance of process value and outcome value in building affective and cognitive relationship strength and to compare the relative effects of each type of relationship strength on attitudinal and behavioral loyalty. Design/methodology/approach - This empirical study features a quantitative approach. The sample comprises 167 business-to-business (B2B) customers of a large transportation and logistics company in Vietnam. Findings - Process value and outcome value have different effects on affective relationship strength. The effect of process value is greater than that of outcome value. In addition, cognitive strength has a stronger impact on both attitudinal and behavioral loyalty than affective strength. Research limitations/implications - These insights extend extant literature regarding the process and outcome components of the service assessment. Further studies also should use a cross-industry, cross-country sample to examine the potential moderating effects of country-or industry-specific factors. These findings show B2B managers how to make appropriate resource allocation and investment decisions to enhance relationship strength and resulting customer loyalty. Originality/value - To clarify the links among customer value, relationship strength and customer loyalty, this study examines the relative importance of rational and non-rational factors (i.e. process value vs outcome value and affective strength vs cognitive strength) for relationship performance. Unlike most prior research, this study is set in the B2B context of a developing country.
Description: JOURNAL OF SERVICES MARKETING Volume: 30 Issue: 6 Pages: 630-642 ; TNS06517
URI: http://repository.vnu.edu.vn/handle/VNU_123/29298
Appears in Collections:Bài báo của ĐHQGHN trong Web of Science

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