A customer-service worker relationship model

Abstract

True loyalty, defined by a high relative attitude in addition to high repeat purchase, is an extremely valuable asset to the service firm - as the customer's search motivation for competitive alternatives is reduced, he/she shows an immunity to the pull of competition and provides favourable word of mouth. A conceptual model presents the likely influence of customer relationships with service workers on the development of true customer loyalty to the service firm. It is suggested that strong customer relationships with a firm's service personnel lead to true customer loyalty to the service firm, as positive attitudes towards service staff are transferred directly to the firm. In situations w..