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http://dx.doi.org/10.5392/JKCA.2013.13.01.354

Effects of Social Rapport and Friendship on the Relational Outcomes  

Ahn, Jinwoo (영남이공대학교 경영계열)
Chun, Myung-Hwan (목원대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.1, 2013 , pp. 354-365 More about this Journal
Abstract
Service marketing is the important part in relationship marketing researches because it can make not only a functional aspect, but a social connection with customers as well through the interactive process in service encounters. Therefore, we have to examine whether or not customers' strong emotional bonds which can be created by the interaction in service encounters have influences on the variables related to relationship marketing in service. As results, social rapport and friendship as customers' strong emotional bonds were stimulated by a relational antecedent(communication), and eventually could effect on customer loyalty as a relational outcome positively. It means that customers' strong emotional bonds are critical components to lead relational outcomes in relationship marketing of service. Also, It suggests that customers' strong emotional bonds should be considered in the process from the relational efforts to relational outcomes.
Keywords
Service Marketing; Relationship Marketing; Social Rapport; Friendship;
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