Core service versus relational benefits: what matters most?

Services literature has extensively examined the effects of core service and relational benefits on behavioral outcomes arguing that both components, studied separately, contribute significantly to customer satisfaction and loyalty. However, an integrative examination of the relative importance of both core service and relational benefits is missing. This study examines the combined impact of an extended typology of core service and relational benefits on satisfaction and relational outcomes. One qualitative and one quantitative study are conducted within a banking context. Findings confirm a more extensive typology of relational benefits and reveal that competence (part of the trust benefit) and convenience significantly affect satisfaction; however, when core service is introduced to the model, the effect of relational benefits ceases to be significant. Several future research opportunities for an integrated service benefits approach are identified; and implications for managers on how to allocate their efforts across the various types of service benefits are discussed.