Relationship benefits in services markets: The integrative structure model

In recent years, the concept of relationship benefits has attracted increasing attention among marketing researchers and practitioners. Despite a growing body of literature in this area, no generally accepted integrative structure model have emerged from the marketing literature. The present paper investigates the structure of relationship benefits, based on the theoretical foundations of relational bonds, identifies three basic classifications of relationship benefits. It is suggested that relationship benefits should be conceptualized as a multi-dimensional, higher-order structure model. These structure model and classifications are tested using data from a survey among some 300 customers of the services of hairdressers. The findings of this article are directions for future research and managerial implications.