THE INFLUENCE OF DIFFERENT LECEL OOF SERVICE CHARACTERISTICS AND PERSONAL INVOLVEMENT TOWARDS CONSUMER RELATIONAL RESPONSE BEHAVIORS

The purpose of this study is to empirically test the relationship between consumer personal involvement and perceived relational benefit in different industries that poses different level of customer contact. Examination on the influence of perceived relational benefit towards consumer relational response behavior was also conducted. The study used descriptive causal research design. Based on a sample of 225 customers of three different types of services, using MANOVA and multiple regression analysis, the study found that confidence is the most important benefit that consumers consider in building long term relationship with the service provider. Consumers of high contact services perceived social benefit as the second most important, whereas consumers of moderate contact and low contact services perceived special treatment benefits as the second most important in building long term relationship with the service provider. The study also found that confidence benefit is the predictor of consumer relational response behaviors in high contact, moderate contact and low contact services. Level of consumers’ involvement with the service differentiates consumers’ perceived relational benefits in high contact and moderate contact services, whereas consumers perceive the same relational benefit in low contact services regardless the level of consumers’ involvement with the service.