| Summary: | The rising of service industries cause firmsincreasingly aware that consumers are key success
of the firms, so the companies began to increase customer service relationship management
in ord er to implement an effective marketing strategy in accordance with the type of services
offered. This study pusposeis to explain the differences between relational benefits and
relational response behavioracross service types according to Bowen (1990), whi ch is a
customized high contact (Johnny Andrean salon) and moderate contact standardized (Olive
Chicken restaurant) with quantitative approach using primary data collected through a
questionnaire survey method that distributed to 200 respondents with a pur posive sampling
strategy.
To test the quality of the items statement, the researcher do validity and reliability testing.
However, this study were previously using ANCOVA to analyze the data anddo the
homogeneity test as a condition of the ANCOVA. Result s indicate some conclusions as
follows: First, the relationship of confidence benefits, social, and special services at Johnny
Andrean salon services differ from Olive Chicken restaurant service in its influence on
relational response behavior. Second, the relational benefits of high contact services
customized tended to be higher compared with moderate contact standardized services. Third,
the relationship of social benefit has the greatest influence on relational response behaviour
compared to confidence and special services benefits.
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