New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated

Authors Harald Pol , Mirjam Galetzka , Ad Pruyn
Published in Journal of Relationship Marketing
Publication date 2020
Research groups Marketing & Customer Experience
Type Article

Summary

Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience

On this publication contributed

  • Harald Pol | Researcher | Marketing, Market Research and Innovation
    Harald Pol
    • Researcher
    • Research groups: Marketing & Customer Experience

Language English
Published in Journal of Relationship Marketing
Year and volume 19 1
Key words customer experience
Digital Object Identifier 10.1080/15332667.2019.1664868
Page range 29-51

Harald Pol

Harald Pol | Researcher | Marketing, Market Research and Innovation

Harald Pol

  • Researcher
  • Research group: Marketing & Customer Experience