TY - JOUR
T1 - The Effect of Relational Exchange Between the Service Provider and the Customer on the Customer's Perception of Value
AU - Keith, Janet E.
AU - Lee, Dong Jin
AU - Leem, Renée Gravois
PY - 2004/6/18
Y1 - 2004/6/18
N2 - This study examines how the nature of the relationship between a service provider and a customer affects the customer's perception of service value. Drawing from relational exchange theory, we suggest that service provider/customer relationships characterized as more relational enhance the customer's perceptions of value directly and through the mediating effect of the customer's perceived risk. Further, we propose that the customer's perception of value increases future patronage intentions, mediated by customer satisfaction and dependence. We apply relational exchange theory to explain relationships from the customer's perspective in three different services contexts. The results of an empirical study of customers in three different services contexts generally support the model. Theoretical and managerial implications are discussed.
AB - This study examines how the nature of the relationship between a service provider and a customer affects the customer's perception of service value. Drawing from relational exchange theory, we suggest that service provider/customer relationships characterized as more relational enhance the customer's perceptions of value directly and through the mediating effect of the customer's perceived risk. Further, we propose that the customer's perception of value increases future patronage intentions, mediated by customer satisfaction and dependence. We apply relational exchange theory to explain relationships from the customer's perspective in three different services contexts. The results of an empirical study of customers in three different services contexts generally support the model. Theoretical and managerial implications are discussed.
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U2 - 10.1300/J366v03n01_02
DO - 10.1300/J366v03n01_02
M3 - Article
AN - SCOPUS:85009577036
VL - 3
SP - 3
EP - 33
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
SN - 1533-2667
IS - 1
ER -