Marketing network influences on customer relationships and loyalty intentions towards the firm : a customer's perspective

This study theoretically proposes and empirically tests a customer relationship model that accounts for simultaneous ongoing customer relationships in the marketing channel. Two types of mechanisms are identified: source and spillover effects. Source effects identify firm's relational efforts to maintain customer relationships. Spillover effects identify channel's influences on the development and performance of customer-firm relationships. Respondents reported about their ongoing relationships with a paint manufacturer-brand and a distributor. Results provide strong evidence for the relational interdependences of customer trust, value and loyalty intentions accounting for the moderating effect of the nature of the manufacturer-distributor relationship.