How customer voice contributes to stronger service provider relationships

Purpose The author aims to examine how customer voice contributes to service provider relationships as a relationship driver by assessing its linkages to distinct relationship outcomes. Design/methodology/approach Structural equation modeling is used to test the study's hypotheses with US customer survey data from two independent samples: a luxury specialty retailer ( n =2,586) and a casual dining restaurant ( n =634). Both participating service firms use loyalty programs whose members are included in this study. Findings Customer voice is shown to positively and directly relate to customers' willingness to increase the volume and share of their purchases, impart positive word of mouth, and participate in a variety of marketing research initiatives. Research limitations/implications The multi‐contextually supported results are based on distinct customer groups with varying ties to the service provider. Practical implications As service providers are able to favorably influence customer voice, they also stand to improve their marketing performance. Originality/value This study provides a theoretically richer and broader view of customer voice as a driver of strengthened service provider relationships. The findings demonstrate how customer voice does more than protect against customer defection by also contributing to customer relationship building.