This study aims to analyze the relationship among relational benefits and their antecedent and consequent variables in the services field. A quantitative descriptive research was conducted. The field research was carried out with 415 consumers who pointed out their types of services. The collected data were analyzed by statistical tests, including structural equation modeling given by statistical tests and models based on previous studies. This study presents an original model because it evaluates for the first time relational benefits and their antecedent and consequent variables together. The outcomes of the proposed model concluded that relational benefits are perceived by costumers either in high contact customized providers or moderate contact non-personalized providers. Furthermore, it seems that there are strong associations among satisfaction with employees and the other constructs, valuing the importance of relational chains between employees and costumers.
Services; Relationship marketing; Relational benefits; Satisfaction; Loyalty
