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| Author: | Bove, L.L. Johnson, L.W. |
| Title: | Customer loyalty to one service worker: Should it be discouraged? |
| Journal: | International Journal of Research in Marketing
2006 : MAR, VOL. 23:1, p. 79-91 |
| Index terms: | marketing customer relations commitment loyalty service workers employees human resource management |
| Language: | eng |
| Abstract: | Customer relationships with service (hereafter as: srv./srvs.) personnel (here as: srv-p.) have been recognised as a means for a firm to gain srv. loyalty (as: l-ty). However, l-ty. to any one srv. worker (personal loyalty, as: p-l-ty.) has been generally discouraged by management due to the vulnerability of customer retention. This paper examines a personal srvs. context where p-l-ty. is commonly formed and employee turnover is high. It is found that both perceived credibility of the srv. worker and the degree of p-l-ty. are the most important contributors to srv. business l-ty. Thus, rather than fear and discourage p-l-ty. from developing, managers should capitalize on p-l-ty's contribution to srv. l-ty., safeguarding this l-ty. by ensuring that all srv-p. of the firm are perceived as credible by the customer. |
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