The relationship between exchanged resources and loyalty intentions

ABSTRACT

This research aims to revive the applicability of the exchange concept in the marketing domain. The authors draw on current exchange theories to show how members of an aquatic center receive relational, social support, and restorative resources from other center members and employees. They then empirically demonstrate that members’ loyalty to the center is fueled by the resources they receive from others in the center and that their experience in the center mediates the relationship between exchanged resources and member loyalty. This research reveals that service organizations may foster person-place bonds by providing customers with resources over and above goods and services. Customers appreciate resources that transform their well-being, such as social support and natural, restorative resources, and they demonstrate loyalty to places where they can obtain therapeutic resources. From a theoretical standpoint, this work shows support for the notion that the exchange concept is a foundational aspect of a general theory of marketing and explains how the exchange and value concepts in marketing are linked together.

摘要

本研究旨在重振交换概念在市场营销领域的适用性。作者利用当前的交换理论来展示水生中心的成员如何从其他中心成员和员工那里获得关系、社会支持和恢复性资源。然后，他们实证的结果显示成员对中心的忠诚度来自他们从中心的其他人那里获得的资源，他们在中心的经验调解了交换资源与成员忠诚度之间的关系。该研究表明，服务机构通过向顾客提供超越商品和服务的资源，可以培养人与场所之间的纽带。顾客赏识能改变他们幸福感的资源，如社会支持和自然恢复资源，并且他们表现出对可以获得治疗资源的地方的忠诚。从理论的角度来看，本文支持交换概念是市场营销一般理论的一个基础方面的观点，并解释了市场营销中的交换概念和价值概念是如何联系在一起的。

KEYWORDS:

• Exchange concept
• REPLACE framework
• transformative sport service research
• attention restoration theory
• transformative service research

关键词:

• 交换概念
• 替代框架
• 变革性体育服务研究
• 注意力恢复理论
• 变革服务研究

Acknowledgment

Financial support was obtained through grant 2015-04210 from the Swedish Governmental Agency for Innovation Systems.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

Financial support was obtained through grant 2015-04210 from the Swedish Governmental Agency for Innovation Systems.