Relationship marketing: the influence of consumer involvement on perceived service benefits

Abstract

PurposeThe purpose of this article is to empirically examine the influence of consumer involvement on perceived relational benefits across service types.Design/methodology/approachBased on Bowen's service typology, responses from patrons of fast‐food restaurants and hairdressers/stylists were used to assess the influence of consumer involvement on relationship marketing, specifically perceived service benefits and response behaviors.FindingsResults indicate that highly involved consumers perceive greater relational benefits when engaged in a high contact, customized service (i.e. hairdressers/stylists) versus a more standardized, moderate contact service (i.e. fast‐food restaurant).Research limitations/implicationsCare should be taken when generalizing these findings to other service settings as this study only addressed two service types. Thus, an opportunity for future research could add moderate contact, non‐personalized services to determine if there are significant differences between the three service categories. Additionally, this study was based in the USA, thus cultural differences may influence perceived benefits of service firms selected.Practical implicationsThe results of this study suggest that a service firm providing a more standardized service offering is better served by hiring and training competent and trustworthy employees than by adopting relational benefit programs. On the other hand, high contact customized service providers are encouraged to engage in relationship activities with highly involved consumers, specifically those related to confidence benefits.Originality/valueThis study confirms the recommendation that relationship marketing may be inappropriate for all service firms. More importantly, the level of consumer involvement with the service has a significant moderating effect on perceived relational benefits.