Effect of OTT Service Platform Characteristics on Relationship Benefits and Customer Satisfaction

2021 ◽  
Vol 92 ◽  
pp. 87-103
Author(s):  
Sung-Hyun Rhee ◽  
Jong-Kuk Shin ◽  
Jae-Hun Kim
Keyword(s):  
Customer Satisfaction ◽  
Service Platform ◽  
Relationship Benefits

Revisiting the role of relationship benefits in online retail

2019 ◽  
Vol 38 (6) ◽  
pp. 745-759 ◽  
Author(s):  
Pavleen Soni
Keyword(s):  
Customer Satisfaction ◽  
Relationship Quality ◽  
Structural Equation ◽  
North India ◽  
Special Treatment ◽  
Content Type ◽  
Treatment Benefits ◽  
Online Retailers ◽  
Relationship Benefits

Purpose Given the importance of relationship benefits in creating customer satisfaction, the purpose of this paper is to investigate the moderating role of relationship benefits (special treatment benefits and confidence benefits) on relationship quality and word of mouth (WOM) for online retailers. The conditional mediating role of relationship quality between customer satisfaction and WOM is also examined. Design/methodology/approach A sample of 700 MBA students from two universities in Punjab (North India) has been used to collect data. Structural equation modelling and PROCESS Macro (Hayes (2017) have been used for data analysis (mod mod mediation). Findings When customers perceive high confidence benefits, special treatment benefits moderate the mediational role of relationship quality between customer satisfaction and WOM. Specific conditions under which use of confidence benefits and special treatment benefits are successful for online retailers have also been identified. Practical implications Tailored use of special treatment benefits with confidence benefits in appropriate combinations will help the online retailers in segmenting the customers and differentiating amongst them according to the customers’ receptivity towards these benefits. Marketers can devise communication strategies, create customer segments and position their services using the results obtained in the study. Originality/value The present study is the first of its kind which clarifies as to why the previous literature considered special treatment benefits as less relevant to customers. It also establishes the situations in which these benefits successfully moderate the effect of customer satisfaction in developing relationship quality and eliciting positive WOM in the Indian internet retailing context.

The Research on Moderating Effect of Relationship Benefits in Customer Service Recovery of Sports Medicine: Using Data Mining

2011 ◽  
Vol 187 ◽  
pp. 67-72
Author(s):  
Qing Min Kong ◽  
Ming Li Zhang
Keyword(s):  
Data Mining ◽  
Customer Satisfaction ◽  
Customer Service ◽  
Customer Loyalty ◽  
Sports Medicine ◽  
Service Recovery ◽  
Interactional Justice ◽  
Moderating Effect ◽  
Relationship Benefits ◽  
The Relationship

This article introduces the relationship benefits into the research area of customer service recovery of sports medicine. Through data mining, the study has shown that in the sports medicine area, perceived justice have different impact on customer satisfaction and customer loyalty between different relationship benefits customers. For the high relationship benefits customers, distributive justice and interactional justice have significant impact on customer satisfaction and customer loyalty, even if they are dissatisfied, but they will remain loyalty. For the low relationship benefits customers, interactional justice has significant impact on customer satisfaction, and only they remain loyalty when they satisfied. Relationship benefits have the moderating effect in customer service recovery of sports medicine, if customers receive the relationship benefits from sports medicine enterprises, even if the service does not meet their expectations, they would still maintain the relationship with sports medicine enterprises. Our conclusions have the guiding effect for the enterprises, especially for the sports medicine service enterprises.

Sign in / Sign up

Export Citation Format

Share Document