An Empirical Study on the Interpersonal Relationship between Customers and Staff in Professional Services in China

Shunan Song, Raymond Liu, Dahai Dong
2017 Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017)   unpublished
This study examines the interpersonal relationship between Customers and Staff in professional service in China, which differs from the Chinese "Gunxi" in the B2B field. Based on the attitude theory, this study examines the interpersonal relationship between customer and staff from both cognitive and emotional aspects. Three dimensions are proposed: Closeness, Liking and Overall Recognition, and then a conceptual model between the interpersonal relationship and customer commitment is
more » ... tment is constructed. Both the scale and the model are tested with nation-wide data. The results show that interpersonal relationship has an impact on customers' firm commitment directly and through staff trust and staff commitment indirectly. Theoretical and practical contributions of the results are discussed. Theoretical Background 2.1Characteristics of Professional Services According to Schmenner's Service Process Matrix(1986), professional services are services with high degree of labour intensity, high interaction and customization [5] . They are non-standardized and specialized services provided by people like doctor, lawyer, accountant, coach, hairdresser, financial advisor, real estate agent, message master, etc. They are normally one-to-one based at personal level, with longer service time, more frequent contact and more communications. It is more likely to build a closer interpersonal relationship in professional services than non-professional services. Therefore, the interpersonal relationship between customer and service staff plays more important role in professinal services. So we limit our study in professional services, where interpersonal relationship is more typical.
doi:10.2991/ichssr-17.2017.24 fatcat:gh6dgk2barhnvl7qk5wtr4qpk4