Analysing relational benefits in e‐business environment from behavioural perspective

Qin Su · Cui Yan

51 citations0/0 files storedSystems Research and Behavioral Science

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Customer Service Quality and Loyalty Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Abstract This paper explores relational benefits from Chinese customer's behavioural perspective, which is a valuable addition to the existing literature that focuses on the western cultural background. The findings of this research show that the relational benefits exist in the online shopping context. In addition to confidence benefit, special treatment benefit and social benefit that have been recognized in traditional services, a new benefit scale, honour benefit, is identified in this study. Empirical data from over 500 online consumers suggest that the relational benefits are becoming more and more important and can possibly turn into the sources of the new competitive advantage for the enterprise in the e‐business environment. Copyright © 2009 John Wiley & Sons, Ltd.

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References

1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1998Relational Benefits in Services Industries: The Customer's Perspective 2002Understanding Relationship Marketing Outcomes 1995Relationship Marketing in Consumer Markets: Antecedents and Consequences 2005Choosing among Alternative Service Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies 1997Customers' motivations for maintaining relationships with service providers 2003Consumer patronage and risk perceptions in Internet shopping 1995Building Service Relationships: It's all about Promises

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