Customer perceptions in possession- processing services: Factors and indicators of behavioural loyalty

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Boonnark, K
Ross, M
Surachartkumtonkun, J
Quach, S
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2020
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This chapter investigates behavioural loyalty in the service sector. The research framework consists of eight factors influencing behavioural loyalty which are trust, satisfaction, perceived risks, loyalty reward, price, time, people, and effort. The researcher collected data from 305 hand car wash customers and analysed quantitatively. The findings confirm that price and people are critical drivers that heavily influence customer behavioural loyalty. Trust and satisfaction demonstrate a moderating impact on loyalty. Perceived risks, time and effort demonstrate a weak correlation with behavioural loyalty, while loyalty reward does not affect loyalty behaviour in this researched context. This chapter reveals that especially price and people are the crucial drivers of customer loyalty. It is highly recommended that the service company should manage pricing policy and human resource strategically. On the other hand, company’s management must ensure the professionality of service staff with a helpful service mind to satisfy customers. Both constructs highly increase the degree of behavioural loyalty.

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Transforming Relationship Marketing: Strategies and Business Models in the Digital Age
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© 2020 Taylor & Francis. This is an Accepted Manuscript of a book chapter published by Routledge in Transforming Relationship Marketing: Strategies and Business Models in the Digital Age on 30 October 2020, available online: https://doi.org/10.4324/9781003090717
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Marketing
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Boonnark, K; Ross, M; Surachartkumtonkun, J; Quach, S, Customer perceptions in possession- processing services: Factors and indicators of behavioural loyalty, Transforming Relationship Marketing: Strategies and Business Models in the Digital Age, 2020, pp. 83-99
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