Impacts of customer service on relationship quality: an empirical study in China

Purpose - The paper investigates the impacts of customer-service interactions on relationship quality in retailing services in China. Design/methodology/approach - The study proposes a conceptual model of the relationship between the construct of "customer service" (conceptualised in terms of customers' interactions with service personnel and customers' interactions with the service environment) and the construct of relationship quality (conceptualised in terms of satisfaction, trust, and commitment). The hypothesised relationships are then tested in an empirical study with a sample of 295 retailing customers in China. Findings - Both kinds of interactions (with service personnel and with the service environment) are shown to have a direct positive impact on relationship quality. However, the customers' interactions with the environment are found to have a greater impact than their interactions with service personnel on customers' perceptions of relationship quality. Moreover, "environment rules" (such as pricing policy and warranty) are found to be more important than "environment facilities" (ambience) in enhancing the quality of interaction between the customer and the service environment. Research limitations/implications - The model is tested only in the Chinese retailing sector. Nevertheless, the findings provide valuable managerial implications for retail service in the Chinese market. Practical implications - The study identifies several practical issues of interest to managers and contact personnel in the retailing industry. Originality/value - The study incorporates the important notion of "environment rules" (such as pricing policy and warranty) to the construct of "interaction quality between customers and the service environment". The results clearly show that such "environment rules" represent an indispensable aspect of the service environment to be taken into account when measuring the customer's interaction with the service environment.