Abstract In highly competitive marketplace, the effective interaction between service provider and customers is of great importance. Based on the relationship marketing theory, this study develops a model of service-provider interaction style affecting customer loyalty, to explore the mediating role of relational benefits. A questionnaire survey was carried out in a 4S shop of a major automobile manufacturer located in Beijing. And the structural equation model is employed. Empirical results confirm that the interaction orientation of service-provider not only has a direct, positive effect on customer loyalty, but also exerts an indirect effect on customer loyalty through customer perceived confidence benefits and social benefits. However, the task orientation and self orientation of service provider only exerts an indirect effect through customer perceived confidence benefits.
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