Impacts of COSER Strength on Service Loyalty: Case of Automobile Repair Service in Tunisia

Manel Ben Ayed
Additional contact information
Manel Ben Ayed: LRM-FSEG, University of Sfax, Sfax, Tunisia

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2019, vol. 10, issue 1, 34-47

Abstract: This paper investigates the effects of customer-one service employee relationship (COSER) strength on personal loyalty and organizational loyalty within the Tunisian automobile repair service context. The study is based on automotive repair dealers in Tunisia and draws on quantitative data. A causal model was tested via structural equations modeling. Data were collected from a randomly sample of 332 customers. The results confirm that the COSER strength has a considerable impact on service loyalty. However, and contrary to the literature, it is an indirect effect through personal loyalty. The results have major implications for marketing practices of service firms that generate customer loyalty through personal loyalty to benefit from its impact while avoiding its risks.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJCRMM.2019010103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:10:y:2019:i:1:p:34-47

Access Statistics for this article

International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

More articles in International Journal of Customer Relationship Marketing and Management (IJCRMM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().