earticle

영어

This study investigated the links between personal characteristics and the relational benefits sought by service customers. Service customers were categorized into 3 groups of innate characteristics: namely, task-oriented, interaction-oriented, and self-oriented. It was found that social benefits were most importantly sought by interaction- oriented customers, while financial benefits and customization benefits were mainly sought by task-oriented customers and self-oriented customers, respectively. The influence of the perceived relational benefits on the service value perception was also found to be significantly different depending upon individual customers' traits. The results of this study indicate that the adaptive selling approach needs to be adopted in customer retention strategy.