A Theoretical lens towards long-term relationships through service delivery in a sales environment
| Theory | Source | Key premise | Context | Importance to relationship building |
|---|---|---|---|---|
| Relationship marketing theory | Larentis et al. (2018) | High levels of customer service drive a sustainable competitive advantage and higher business performance | Multiple industries across Brazil | High levels of customer service are important to secure long-term relationship building between business partners and thereby future sales’ growth potential |
| Rasul (2017) | Through effective and engaging service delivery, relationships with customers are strengthened | European and American companies across industries | A service-oriented approach strengthens a customer’s willingness to engage in a long-term relationship with a seller, thereby driving future sales | |
| Grönroos (2017) | The building and management of long-term relationships with customers are built around the overall quality of service delivery | Contextualising of service delivery importance in the context of relationship marketing | Service delivery to customers needs to be delivered as an experience that drives long-term relationship building and sales growth | |
| Miroudot and Cadestin (2017) | Service provision secures added value to B2B customers, thereby creating a long-term relationship building desire between parties | Manufacturing and commercial industries across 38 European countries | Professional service engagement by sellers results in positive value perceptions by B2B customers, thereby stimulating long-term relationship building intention | |
| Expectation-disconfirmation theory | Roldán Bravo et al. (2017) | Customers’ expectations determine the degree of satisfaction | Industrial customer satisfaction | Service engagement plays an important role in securing satisfaction |
| Wasan (2018) | Customers use their expectations to evaluate performance and make judgements | Bank marketing | Service experience influences customers’ expectation outcomes | |
| Ali et al. (2018) | Service experience is directly correlated with the level of customer satisfaction experienced | Theme parks industry in Malaysia | Service delivery levels directly impact customers’ willingness to continue a relationship with a partner | |
| Loureiro et al. (2014) | Customer value perception is influenced by service engagement experience | Retail marketing | Customer satisfaction is directly influenced by the service engagement experience |
| Theory | Source | Key premise | Context | Importance to relationship building |
|---|---|---|---|---|
| Relationship marketing theory | High levels of customer service drive a sustainable competitive advantage and higher business performance | Multiple industries across Brazil | High levels of customer service are important to secure long-term relationship building between business partners and thereby future sales’ growth potential | |
| Through effective and engaging service delivery, relationships with customers are strengthened | European and American companies across industries | A service-oriented approach strengthens a customer’s willingness to engage in a long-term relationship with a seller, thereby driving future sales | ||
| The building and management of long-term relationships with customers are built around the overall quality of service delivery | Contextualising of service delivery importance in the context of relationship marketing | Service delivery to customers needs to be delivered as an experience that drives long-term relationship building and sales growth | ||
| Service provision secures added value to B2B customers, thereby creating a long-term relationship building desire between parties | Manufacturing and commercial industries across 38 European countries | Professional service engagement by sellers results in positive value perceptions by B2B customers, thereby stimulating long-term relationship building intention | ||
| Expectation-disconfirmation theory | Customers’ expectations determine the degree of satisfaction | Industrial customer satisfaction | Service engagement plays an important role in securing satisfaction | |
| Customers use their expectations to evaluate performance and make judgements | Bank marketing | Service experience influences customers’ expectation outcomes | ||
| Service experience is directly correlated with the level of customer satisfaction experienced | Theme parks industry in Malaysia | Service delivery levels directly impact customers’ willingness to continue a relationship with a partner | ||
| Customer value perception is influenced by service engagement experience | Retail marketing | Customer satisfaction is directly influenced by the service engagement experience |
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