Sales-Related Benefit-Analysis of Service Quality Investments — The Moderating Role of Customer Relationship Type

  • Manfred Bruhn
  • Dominik Georgi
Part of the Focus Dienstleistungsmarketing book series (FDM)


Service quality management is acknowledged as a major key to service provider’s economic success. In contrast to traditional marketing activities, it aims at generating economic success by satisfying and retending current customers. However, as other activities of service corporations, quality activities should be assessed against their profitability. This paper presents an approach for quantifying the benefit of quality activities generated by increasing customer satisfaction and customer retention. Furthermore, because of several moderating factors the effects of quality management on customer behavior are not linear in nature. An important moderating factor is the type of the current customer relationship. Therefore, this paper also analyzes this construct’s moderating effect on the relationship between customer satisfaction and customer repurchase behavior.


Service Quality Customer Satisfaction Purchase Intention Customer Relationship Brand Loyalty 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Springer Fachmedien Wiesbaden 1999

Authors and Affiliations

  • Manfred Bruhn
  • Dominik Georgi

There are no affiliations available

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