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Conveniently loyal customers : the effects of post benefit convenience and reciprocity on loyalty

Alant, Swen (2020) Conveniently loyal customers : the effects of post benefit convenience and reciprocity on loyalty.

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Abstract:Purpose – With the emergence of new technologies, relationship marketing has been forced to evolve and make its way online. This has been especially true for the technicalities of customer service. However, not all services that physical stores offer have been translated online. two ways to offer service is to use the reciprocity principle and service convenience. Therefore, this study’s purpose is to find out how these techniques to offer service can be utilized online to generate a customer’s loyalty towards the service provider. Design/methodology/approach – This study uses a 2 (no post benefit convenience vs post benefit convenience) x 2 (no reciprocity principle vs reciprocity principle) experimental between subjects’ design (N = 238) to study the impact of post benefit convenience, and reciprocity on loyalty, perceived reciprocity, a propensity to reciprocity and convenience orientation. Findings – In line with the theories on post benefit convenience, ANCOVA and mediation analysis showed that post benefit convenience positively influences loyalty and perceived reciprocity. Whereas, perceived reciprocity has an indirect effect transmitted by post benefit convenience on loyalty. Originality/value – The findings of this study underline that people’s desire for convenience has a crucial role in loyalty formation and has identified perceived reciprocity as a mediating factor for this relationship. Furthermore, the effects of (in)convenience are found to be greater than the effects of reciprocity.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 77 psychology
Programme:Communication Studies MSc (60713)
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