Title: The joint impact of relationship-selling behaviours and switching barriers in professional service contexts

Authors: Mei-Fang Chen

Addresses: Department of Business Management, Tatung University, 40 Chung-Shan North Road, Section 3, Taipei, Taiwan

Abstract: Based on the social exchange theory, both relationship-selling behaviours and switching-barrier strategies are often adopted together in some complex, customised and continuous stream of transaction service contexts. The purpose of this study is to examine the joint impact of relationship-selling behaviours and switching barriers as a potential moderator in the light of the current service quality, customer satisfaction and customer loyalty paradigm. Results of a moderated regression analysis (MRA) from Taiwan|s life insurance industry provide evidence that core-service quality and relationship quality are positive contributors to customer satisfaction, which in turn contributes positively to customer loyalty as expected. In addition, as the joint impact of relationship-selling behaviours and switching barriers is introduced in the research framework, the positive relationship between core-service quality and customer satisfaction diminishes and so does the positive relationship between customer satisfaction and customer loyalty. Managerial implications are provided herein.

Keywords: moderated regression analysis; MRA; relationship-selling behaviour; switching barriers; professional services; social exchange theory; service quality; customer satisfaction; customer loyalty; Taiwan; life insurance; relationship quality; core services.

DOI: 10.1504/IJSOI.2009.023418

International Journal of Services Operations and Informatics, 2009 Vol.4 No.2, pp.123 - 145

Available online: 23 Feb 2009 *

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