Managing Service Consumer Behavior and Relationship Dynamics in Asia

Abstract

Organizations, especially those in Asia, are increasingly appreciating the value of establishing closer and lasting relationship with customers. With greater access to information from research findings, industry practitioners are implementing different strategies for achieving this goal. This chapter evaluates dual strategies firms in Asia have been using in trying to build lasting relationship with customers, namely respect and rapport. The purpose of this chapter is to examine the concepts of respect and rapport and the effects on the quality of firm-customer relationship and customer loyalty. The chapter draws from existing literature and surveys customers of two service sectors in Asia. The research propositions connecting the two dimensions of interpersonal relationship (i.e. respect and rapport) with relationship quality and customer loyalty are tested and confirmed using standard data analysis procedure. The findings lead to research and managerial implications that conclude the chapter.