Service Integrated Relationships (SIR): a strategic process framework for managing the customer as a resource

OW Hermans

Research output: Contribution to journalArticleScientificpeer-review

Abstract

During a service interaction, a customer should be viewed as having three distinct capacities: as a client, as a connection and as a resource. In each of these respective capacities, service (S) processes, relationship (R) processes and loyalty (L) processes create value for both customers and organizations. Satisfactory service is the minimum requirement for relationship processes to be effective and for the connection capacity to be activated. Likewise, high relationship quality is a minimal condition for loyalty processes to be effective and for the resource capacity to be activated. After presenting the measurable and actionable dimensions of relationship quality, I explain the difference between service processes and relationship processes. According to the service integrated relationships (SIR) framework, when relationship processes are integrated with existing service processes: (a) relationship quality improves; (b) loyal customer behaviours are evoked; and (c) service satisfaction improves. I conclude by discussing implications of the SIR framework for organizational systems and service employees.

Original languageEnglish
Pages (from-to)119-129
Number of pages11
JournalJournal of Creating Value
Volume1
Issue number1
DOIs
Publication statusPublished - 2015

Keywords

  • Service relationships
  • customer as a resource
  • customer capacities
  • customer loyalty
  • service process design
  • service relationship quality

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