75640 20200103141022.0 doi 10.1177/1094670517738369 sideral 105878 ART-2018-105878 eng Cambra-Fierro, J. Customer-Firm Interactions and the Path to Profitability: A Chain-of-Effects Model 2018 Access copy available to the general public Unrestricted This study investigates a chain of effects to understand the causal path from customer informational inquiries (CIIs) and firm-initiated contacts (FICs) to customer profitability. Drawing on social exchange theory, our framework identifies a set of attitudinal (perceived relationship investment and relationship quality), behavioral (customer cross-buy and service usage), and financial (customer profitability) consequences of CIIs and FICs and also explores the extent to which customer-perceived financial risk and customer involvement shape attitudinal reactions to CIIs and FICs. Using longitudinal data for a sample of 1, 990 customers measured in four different periods, the framework is tested in financial services by applying seemingly unrelated regression techniques. Our results reveal that FICs and CIIs are a particularly valuable tool for strengthening the relationship with customers with a low level of involvement but high perception of financial services risk. For highly involved customers, FICs and CIIs are not very effective; CIIs can even backfire if the customer also perceives the risk to be low. Our results highlight the importance of market segmentation for marketers to more effectively manage when and to whom they should target marketing activities (FICs) and steer CIIs. info:eu-repo/grantAgreement/ES/DGA/S09-PM062 info:eu-repo/grantAgreement/ES/MICINN/ECO2014-54760 info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 4.071 2018 BUSINESS 29 / 147 = 0.197 2018 Q1 T1 3.34 2018 Information Systems 2018 Q1 Sociology and Political Science 2018 Q1 Organizational Behavior and Human Resource Management 2018 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion (orcid)0000-0002-2620-0639 Melero-Polo, I. Universidad de Zaragoza (orcid)0000-0001-5321-8052 Sese, F.J. Universidad de Zaragoza van Doorn, J. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 21, 2 (2018), 201-218 J. serv. res. JOURNAL OF SERVICE RESEARCH 1094-6705 434688 http://zaguan.unizar.es/record/75640/files/texto_completo.pdf Versión publicada 114977 http://zaguan.unizar.es/record/75640/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:75640 articulos driver 2020-01-03-14:01:44 ARTICLE