The research of relationship benefits outcomes model in services markets

In recent years, as the relationship marketing becomes an important part of enterprises' marketing activities, more enterprises start to take seriously to the relationship with the customers, based on this, there comes the concept of relationship benefits. Scholars believe that the establishment of strong customer relationship should be an important means for an enterprise to gain competitive advantage. Enterprises hope the customers can take the largest benefits from the relationship and perceive the best relationship quality, as a result, enterprises hope to have the loyalty and positive word of mouth from customers. This paper firstly explores the basic dimensions of relationship benefits in services markets based on literature review for the past years, then analyzes the influence mechanism of relationship benefits on relationship quality and relationship marketing outcomes. Finally, this paper builds a relationship benefits outcomes model. The findings of this paper are directions for future research and managerial implications.