How service quality drives customer asset: a customer behavior-based perspective

Both researches and managers have focused on service quality for quite a long time and recently their attention has been given to a more important and broad concept, customer asset. However, few of them link these two significant constructs together. This study, taking a disaggregated approach, aims to build a structural link between the well developed theory of customer perceived service quality and the newly developing concept of customer asset and to disclose how service quality drives customer asset in terms of customer behaviour-based perspective by examining the role of relationship benefits. It has been found both service quality related factors and relationship benefits have significantly but differentiated direct driving effects on customer asset. Furthermore, evidence has shown that relationship benefits act as the mediator between service quality and customer asset.