Antecedents and Consequences of Liking in Retail Service Relationships in China and Greece

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Main author: Abosag, Ibrahim
Other authors: Baker, Tom
Hall, Kris
Voulgari, Aliki
Zheng, Xiaoyuan
Format: Journal Article           
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id eprints-23283
recordtype eprints
institution SOAS, University of London
collection SOAS Research Online
language English
language_search English
description The marketing literature has provided a limited examination of the concept of liking, and even this has mainly occurred within business-to-business or advertising contexts. In this paper, the authors propose a model of the intervening role of liking in the customer-service provider relationship in two countries, China and Greece. The antecedents of liking include three key service constructs, namely customer education, customer participation, and service quality. The outputs of liking are proposed to be affective trust and affective commitment, which in turn influence (behavioral) loyalty. The research model is tested using samples from China (N=277) and from Greece (N=306). The model is largely supported in both samples. Therefore, the authors suggest that liking in financial services has an important role in the customer-service provider relationship. Implications for international businesses are discussed.
format Journal Article
author Abosag, Ibrahim
author_facet Abosag, Ibrahim
Baker, Tom
Hall, Kris
Voulgari, Aliki
Zheng, Xiaoyuan
authorStr Abosag, Ibrahim
author_letter Abosag, Ibrahim
author2 Baker, Tom
Hall, Kris
Voulgari, Aliki
Zheng, Xiaoyuan
author2Str Baker, Tom
Hall, Kris
Voulgari, Aliki
Zheng, Xiaoyuan
title Antecedents and Consequences of Liking in Retail Service Relationships in China and Greece
publisher Elsevier
publishDate 2017
url https://eprints.soas.ac.uk/23283/

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