Although relationship marketing has gained acceptance as a research area in the marketing field since the 1990's, theory development in this area, particularly as it pertains to consumer markets, lags behind applications and prescriptions. Arguably, the fundamental problem of a relationship lies in the consumer's perceptions, especially for service consumers. Some consumers are very receptive to the idea of relationship because they perceive that it can reduce service risk due to the service's intangibility. / Some researchers argue that a service quality guarantee can be an effective tool to reduce consumer risk and increase consumer trust. On the other hand, others argue that a service guarantee may seem redundant with the original promise of service, as it may seem to put the burden of proof on the customer. Much of this discussion lacks actual data, so that there appear to be some gaps in knowledge and lack of much research to understand the impact of the service quality guarantee. / This paper reports results of an empirical study on the impact of a service quality guarantee on customer relationships in Singapore's mobile telecommunication market. First, qualitative research was conducted using in-depth interviews. The results demonstrated that many, though not all, customers do perceive a relationship with their mobile service providers. Further, both customer views about the role of a service quality guarantee came up- some view it as useful, and some question why it is needed if service is really already good. This qualitative work indicated that the initial proposed conceptual framework of this study is feasible. We then conducted the quantitative study to focus on the impact of the service quality activities and customer relationship elements. / Quantitative results also indicated many customers do believe that a relationship exists in this mass B2C market. Continuous improvement in service quality did increase trust, loyalty, service recovery, satisfaction, and referral, but trust and loyalty were the significant elements which contributed to the relationship strength. / The service quality guarantee was found to moderate the relationship between improvement of service quality and trust; it leads to a weaker relationship. It did not affect the other relationships between improvement in service quality and the other relationship strength antecedents (i.e. service recovery, satisfaction, referral, and loyalty). Thus, firms who plan to adopt a service quality guarantee must carefully consider its possible impacts. The view that a service quality guarantee may be redundant where consumers already see good quality seems to be supported. / Overall, while not every single element of the developed framework works exactly as hypothesized, in general, results supported the main patterns of our proposed model. / Thesis (PhDBusinessandManagement)--University of South Australia, 2006.

Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2003.

The relationship between professional service providers and their clients is of great importance to many service industries including educational, financial, consulting and healthcare services. The aim of this research enquiry is to identify, generate and describe a theoretical explanation of how a client engages in and manages their relationship with their health professional over a period of time. Fifteen participants living with chronic medical conditions were interviewed over a period of four months with data collected via unstructured in-depth interview sessions, and analysed using thematic analysis. The analysis reveals three major themes, nature of relationship, degree of control and service satisfaction. Of central concern is the longevity of the relationship between the healthcare client and his/her service provider. If the service provider is willing to share their authority and relinquish some of the control to the client, the client feels empowered. The client is then willing to provide information and effort to co-create effective service episodes. This sharing of authority enables the client to have better control on their service consumption. The sharing of authority also has an impact on the client’s propensity to remain engaged with their service provider. The findings of this study have implications for our knowledge and understanding of professional service delivery and how it differs from the delivery of consumer services. The study clearly indicates a shift in the role of a client as an empowered entity who wants to be part of, not just the service consumption, but service production as well. The key lessons from this study may inform other types of services including financial, educational and consulting services.

UUProblem Members of the Singapore Heavy Equipment Spare Parts Industry face a multitude of challenges in developing their pricing strategy and practice, and in establishing, developing, and maintaining successful relational exchanges. They are unable to obtain any guidance from the pricing or relationship marketing literature. These works are either too complex or too general to be of any use to industry members. Consequently, much of industry strategy and practice occurs without the benefit of theory. UUThe Method An extensive review of existing literature was conducted in the major subject areas of pricing and relationship marketing. Literature on other subjects of channels, marketing mix, strategy, value, commitment, trust, cooperation, and satisfaction were also reviewed. A survey instrument was developed and field research was administered to 35 channel members of the industry. The results were analysed using SPSS 11. The results were used to construct a model of the role of pricing in relationship marketing. The model was constructed using Factor Analysis, Correlation Analysis and Regression Analysis. UUThe Findings The findings are all based on the perception of the channel members. Nine factors were extracted. These non-trivial factors to the Singapore Heavy Equipment Spare Parts Industry are: - Downstream supply considerations; - Product/Stock allocations; - Price gap resolution; - Perception of value/profitability; - Business volume; - Intermediate business relationships; - Leads and referrals; - Favourable pricing; and - Long-run relationships. At 5% significance (2-tailed), 4 construct paths were supported. These are: - Support gap correlates with actual price; - Support gap correlates with value; - Support gap correlates with price gap; and - Price gap correlates with value. At 5% significance (2-tailed), 8 hypotheses were supported. These are: - Price gap resolution correlates with commitment; - Price gap resolution correlates with cooperation; - Price gap resolution correlates with satisfaction; - Importance of constructive acts correlates with improved business volume; - Expression of intention to increase business correlates with increased business; - Importance of value correlates with increased business; - Value (through profitability) correlates with increased business; and - Importance of value correlates with improvements in: - Trust; - Commitment; - Cooperation; - Satisfaction; and - Increased business. UUConclusion Pricing has a profound and multi-faceted role in relationship marketing. It is a powerful tool. It has a role as a market tool with new relationships, as a development tool in the growth phase of relationships, and as a control tool in the mature phase of bilateral relationships between first and second echelon distributors. The study recommended that channel members utilise this tool concept and the management of value, price, and support gap in relational exchanges. / thesis (PhDBusinessandManagement)--University of South Australia, 2003.

The relationship between professional service providers and their clients is of great importance to many service industries including educational, financial, consulting and healthcare services. The aim of this research enquiry is to identify, generate and describe a theoretical explanation of how a client engages in and manages their relationship with their health professional over a period of time. Fifteen participants living with chronic medical conditions were interviewed over a period of four months with data collected via unstructured in-depth interview sessions, and analysed using thematic analysis. The analysis reveals three major themes, nature of relationship, degree of control and service satisfaction. Of central concern is the longevity of the relationship between the healthcare client and his/her service provider. If the service provider is willing to share their authority and relinquish some of the control to the client, the client feels empowered. The client is then willing to provide information and effort to co-create effective service episodes. This sharing of authority enables the client to have better control on their service consumption. The sharing of authority also has an impact on the client’s propensity to remain engaged with their service provider. The findings of this study have implications for our knowledge and understanding of professional service delivery and how it differs from the delivery of consumer services. The study clearly indicates a shift in the role of a client as an empowered entity who wants to be part of, not just the service consumption, but service production as well. The key lessons from this study may inform other types of services including financial, educational and consulting services.

Thesis (Ph. D.)--University of Oregon, 2007. / Typescript. Includes vita and abstract. Includes bibliographical references (leaves 194-203). Also available for download via the World Wide Web; free to University of Oregon users.

Thesis (Ph. D.)--Georgia State University, 2007. / Title from file title page. Naveen Donthu, committee chair; Detmar Straub, Dan Bello, James Boles, committee members. Electronic text (152 p. : ill.) : digital, PDF file. Description based on contents viewed Nov. 14, 2007. Includes bibliographical references (p. 142-151).

Thesis (Ph. D.)--Victoria University (Melbourne, Vic.), 2007. / Includes bibliographical references.

Thesis (Ph.D.)--Hong Kong Polytechnic University), 2006. / Adviser: Ting-Kwong Luk. Includes bibliographical references.

Thesis (M.B.A.)--University of Hong Kong, 1998. / Includes bibliographical references (leaf 115-119).