Customer oriented Service Relationship Model

The roles of Switching Barrier and Customer Loyalty in building Relationship

Abstract

The purpose of this study is to provide a Service Relationship Model from customer's perspective. The questionnaire survey on using hair care services was conducted. Structural equation modeling was used to examine the relationship between relational benefits and repurchase intention. The former is the benefits that customers obtain from longterm relationship and, the latter is one of the benefits that service providers obtain. It also reveals that six switching barriers and two types of customer loyalty, constraint based and dedication based, play intermediate roles between relational benefits and repurchase intention. The factors that effect the outcomes of long-term relationship are analyzed then, managerial implications are discussed.