Outcome versus process value in service delivery

Purpose: This study is embedded in social exchange and transaction cost theories. The objective is twofold: First, to compare the relative importance of process value and outcome value in building affective and cognitive relationship strength; and second, to compare the relative effects of each type of relationship strength on attitudinal and behavioral loyalty. Design/methodology/approach: This empirical study features a quantitative approach. The sample comprises 167 business-to-business (B2B) customers of a large transportation and logistics company in Vietnam. Findings: Process value and outcome value have different effects on affective relationship strength: The effect of process value is greater than that of outcome value. In addition, cognitive strength has a stronger impact on both attitudinal and behavioral loyalty than affective strength. Research limitations/implications: These insights extend extant literature regarding the process and outcome components of the service assessment. Further studies also should employ a cross-industry, cross-country sample to examine the potential moderating effects of country- or industry-specific factors. These findings show B2B managers how to make appropriate resource allocation and investment decisions to enhance relationship strength and resulting customer loyalty. Originality/value: To clarify the links among customer value, relationship strength and customer loyalty, this study examines the relative importance of rational and non-rational factors (i.e., process value vs. outcome value; affective strength vs. cognitive strength) for relationship performance. Unlike most prior research, this study is set in the B2B context of a developing country.