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Understanding Relationship Marketing Outcomes …
JOURNAL OF SERVICE. Hennig-Thurau RESEARCH et / February al. / Relationship . 2002 Marketing Outcomes . Understanding Relationship Marketing Outcomes An Integration of Relational Benefits and Relationship Quality Thorsten Hennig-Thurau University of Hanover Kevin P. Gwinner Kansas State University Dwayne D. Gremler Bowling Green State University The importance of developing and maintaining enduring to significantly contribute to Relationship Marketing out- relationships with customers of service businesses is gen- comes in services. erally accepted in the Marketing literature. A key chal- lenge for researchers is to identify and understand how managerially controlled antecedent variables influence important Relationship Marketing Outcomes ( , cus- Nearly two decades have passed since the first mention tomer loyalty and word-of-mouth communication).
relationship marketing. At the heart of their model, the customer’s relationship commitment and trust are posi-tionedasmediatorsinwhatMorganandHunt(1994)titled
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