Abstract

The literature has generally held that interpersonal-based service encounters strongly affect the relationship benefits, though technology-based service encounters are increasing importance. However, there has been no systematic comparison of the impact of two service encounters on relationship benefits. We test hypotheses about the respective effects of both service encounters on different relationship benefits in two services industries. The results provide support for the proposal model and indicate that there are higher special treatment benefits when the technology-based service encounter is higher. In addition, the interpersonal-based service encounter has significant positive effect on the confidence benefit. However, the technology-based service encounter leads to significant negative effect on the social benefit.

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