European Journal of Marketing Emerald Article: Relationship quality: a critical literature review and research agenda Pinelopi Athanasopoulou Article information: To cite this document: Pinelopi Athanasopoulou, (2009),"Relationship quality: a critical literature review and research agenda", European Journal of Marketing, Vol. 43 Iss: 5 pp. 583 - 610 Permanent link to this document: http://dx.doi.org/10.1108/03090560910946945 Downloaded on: 01-07-2012 References: This document contains references to 81 other documents To copy this document: [email protected] This document has been downloaded 3664 times since 2009. * Users who downloaded this Article also downloaded: * James DeLisle, Terry Grissom, (2011),"Valuation procedure and cycles: an emphasis on down markets", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 384 - 427 http://dx.doi.org/10.1108/14635781111150312 François Des Rosiers, Jean Dubé, Marius Thériault, (2011),"Do peer effects shape property values?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 510 - 528 http://dx.doi.org/10.1108/14635781111150376 David Wyman, Maury Seldin, Elaine Worzala, (2011),"A new paradigm for real estate valuation?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 341 - 358 http://dx.doi.org/10.1108/14635781111150286 Access to this document was granted through an Emerald subscription provided by UNIVERSITAS RIAU For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.
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European Journal of MarketingEmerald Article: Relationship quality: a critical literature review and research agendaPinelopi Athanasopoulou
Article information:
To cite this document: Pinelopi Athanasopoulou, (2009),"Relationship quality: a critical literature review and research agenda", European Journal of Marketing, Vol. 43 Iss: 5 pp. 583 - 610
Permanent link to this document: http://dx.doi.org/10.1108/03090560910946945
Downloaded on: 01-07-2012
References: This document contains references to 81 other documents
To copy this document: [email protected]
This document has been downloaded 3664 times since 2009. *
Users who downloaded this Article also downloaded: *
James DeLisle, Terry Grissom, (2011),"Valuation procedure and cycles: an emphasis on down markets", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 384 - 427http://dx.doi.org/10.1108/14635781111150312
Franois Des Rosiers, Jean Dub, Marius Thriault, (2011),"Do peer effects shape property values?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 510 - 528http://dx.doi.org/10.1108/14635781111150376
David Wyman, Maury Seldin, Elaine Worzala, (2011),"A new paradigm for real estate valuation?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 341 - 358http://dx.doi.org/10.1108/14635781111150286
Access to this document was granted through an Emerald subscription provided by UNIVERSITAS RIAU For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.comWith over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
-
COMMENTARY
Relationship quality: a criticalliterature review and research
agendaPinelopi Athanasopoulou
University of Peloponnese, Athens, Greece
Abstract
Purpose In todays highly competitive environment losing customers is very costly. Customerretention and loyalty have become possible through the development of long-term, mutually beneficialrelationships with customers. This paper seeks to critically review the literature on relationshipquality (RQ) and to suggest avenues for further research.
Design/methodology/approach Data were collected with impartial cross-referencing of paperspublished in all major journals in the marketing area. Papers are presented in tabulated form based onsix rigorously cross-checked categories of information.
Findings Most RQ research centres on business-to-business (b-to-b) markets and products usesurvey data, look at relationships from the customer perspective and analyse either the US orEuropean markets. Also, results differ in various contexts and there is no universally acceptedframework for RQ. By analysing the different variables used in previous studies, a general conceptualframework is provided for the study of RQ.
Research limitations/implications The characteristics of RQ research that were identified fromthe review indicate that future research should focus on service and retail settings; validate existingconceptual frameworks across countries and contexts; do more seller and dyad studies; use morequalitative approaches to capture the subtle differences between contexts; analyse RQ in differentrelationship development stages, and look at new types of relationships between parties that may notbe individuals or businesses or may not assume the traditional roles of buyer and seller.
Practical implications The framework developed here provides firms with a guide to the factorsthat may affect the quality of their relationships with customers and helps them in developing effectiverelationship marketing strategies.
Originality/value The paper provides a comprehensive review of the RQ literature that has notbeen done before and develops a general framework that can be applied in all contexts and will guidefuture studies in the area. Overall, the study helps researchers identify the critical issues and conceptsrelated to RQ and shapes future research in the field.
Keywords Relationship marketing, Research, Customer retention
Paper type Literature review
IntroductionIn todays highly competitive environment loosing customers is very costly.Researchers have concluded that it is five times more expensive to acquire newcustomers than to keep existing ones. Therefore, companies have strived to developlong-term relationships with their customers in order to create customer loyalty andincrease profitability. The development of successful, long-term, mutually beneficialrelationships has attracted the attention of researchers for the past few decades. Withinthis research stream, the issue of relationship quality (RQ) has emerged as very
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0309-0566.htm
Relationshipquality
583
European Journal of MarketingVol. 43 No. 5/6, 2009
pp. 583-610q Emerald Group Publishing Limited
0309-0566DOI 10.1108/03090560910946945
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important. When such quality is good, the relationship is successful and vice versa.The three major questions that researchers have addressed are:
(1) Which factors increase or decrease the quality of relationships?
(2) How can we measure RQ?
(3) What are the consequences of RQ?
The problem, though, is that relationships in business-to-business (b-to-b) marketsdiffer from those in retail settings. Also, relationships in products generally differ fromthose in services. This paper aims to critically review the literature on relationshipquality and make suggestions for further research in the field. In particular, the goal isto highlight, elucidate, rationalise and interpret the similarities and differences amongthe studies in content and methodology and make conclusions as to where the field isgoing. As this literature has not been reviewed previously, this would be a timely anduseful contribution to the field. Also, this paper contributes to the relationshipmarketing field by developing a general framework for the analysis of RQ that can beused in future research irrespective of context.
The paper is structured as follows. First we explain the methodology followed; thenwe present the results of the review; thirdly we make conclusions and indicate thedevelopmental trends in the literature, and finally we offer suggestions for futureresearch.
MethodologyThis review was done through a rigorous comparison of peer-reviewed literature onRQ and an examination of its chronological development. In order to select articles forinclusion, a set of selection criteria was set. The first was that only academic paperswill be used. Practitioner articles were excluded as they could not be studied using thesame analytical constructs with academic journal papers, for example, objectives andmethodology. Also, their form differs a lot from the type of research that is the subjectof this study. A similar review of the practitioner literature would possibly be of value,as it has not been analysed previously. Secondly, all papers selected had to do with RQeither directly, when the title or the text included the construct, or indirectly, because itwas inferred by the content of the paper. All the included papers involved findingsrelated to at least one of the three categories of variables analysed in this review (i.e.antecedents, consequences and dimensions of RQ). Finally, all papers selected studiedthe quality of dyadic relationships in a business-to-business or business-to-customercontext and therefore, all studies that investigate networks are not included. Networkliterature is a big part of relationship marketing. However, the studies on relationshipquality concern dyadic relationships. In the future, it may be interesting to analyse thequality of network relationships.
Ultimately, a total of 64 studies (from 1987 to March 2007) were selected forexamination. The method of data collection was impartial cross-referencing. The majorjournals in the marketing area were scanned for publications regarding relationshipquality and then all the cross-references were also analysed. No attempt was made atthis stage to separate studies on the grounds of perspective (buyer, seller or dyad), typeof service or product, research method or findings. This method was chosen to:
EJM43,5/6
584
-
. Reduce the possibility of subjectively-driven selection criteria to assist theorydevelopment; and
. To reflect the fact that the body of literature, whatever its internalinconsistencies, represents a canon that must be understood in toto to reflectthe importance of the internal dynamics of discourse within the literature itself.
These presumptions are evident in previous reviews done in the services marketingliterature (Fisk et al., 1993, 1995; Tyler and Stanley, 1999). Since there are no previousreviews on relationship quality, an example from other contexts was important.
Each study contained a lot of information, and thus, it was decided that the bestway to compare studies was through the creation of a comparative table. This tablewould also help researchers that work in this field. The first table constructedattempted to separate the key elements of the studies into seven categories:
(1) Paper details (Author Journal Year of publication).
(2) Type of relationship.
(3) Perspective (buyer, seller, or dyad).
(4) Type of service-product.
(5) Country from which the sample was drawn.
(6) Methodology and sample information.
(7) Findings.
This deconstructed the studies so that it became possible to compare similarities ofapproach across disparate literature types while retaining the awareness of difference.From the further study of the papers involved, it was clear that there was a need tosimplify the data and rearrange the categories so that the straight comparison ofstudies will be possible and that more detailed information about the findings of eachstudy is provided and contrasted. In line with this goal, findings were split in threecategories: Antecedents of RQ; Dimensions of RQ, and Consequences of RQ.Those categories were selected because all studies analysed involved at least one ofthese categories of findings. This form of tabulation will be helpful for futureresearchers in reconstructing full theoretical frameworks for RQ and test them. Also, itis useful to see the differences in results in these three categories according to the typeof relationship, service-product, perspective or methodology. Furthermore, anotherchange that was made in order to simplify the table for analysis, was the grouping ofcategories 2, 3, 4, and 5 into one named theoretical positioning. This categoryincluded the type of relationship; the type of perspective; the type of service or productinvolved, and the country from which the sample was drawn. Finally, very few studiesinvolved moderating variables and as a result, there was no new category created butthese variables were presented in the table in between the variables that they moderate.
Subjective processes were inevitable in the reduction of the literature into atabulated form; however, there was an effort to achieve consistency and objectivity. Tominimise subjectivity, the tables were checked and re-checked against the studies thatthey attempted to encapsulate, to ensure that observations were consistent with thecentral theme and dynamics of the articles. Observations that emerged from thecreation of the tables were again re-checked against the articles as written, to test the
Relationshipquality
585
-
observations legitimacy and applicability. Such rigorous cross-checking was viewedas the only viable, if imperfect, way of attempting to create valid comparable data.
ResultsA breakdown of the results by study can be seen in Table I.
General observationsThe study of relationship quality begins with Dwyer and Oh in, 1987 and is establishedby Crosby et al. (1990). This publication creates a stream of papers on theconceptualisation of the construct of relationship quality. Up to 1995, the studies onthis issue are few but more researchers start analysing this construct from 1995onwards developing a whole stream of research within the relationship marketing area.
Most studies appeared in top tier marketing journals. The earlier studies, up to 1999,appeared mainly in the Journal of Marketing and the Journal of the Academy ofMarketing Science. But in later studies, from 2000 to 2007, more specializedpublications were favoured such as Industrial Marketing Management; Journal ofBusiness Research, and the European Journal of Marketing. It is notable that 62.5 percent of studies appeared in just six journals and Industrial Marketing Managementalone published 18.75 per cent of the studies. This is mainly due to thebusiness-to-business character of most studies in the relationship quality area. Also,earlier studies are mainly on industrial products whereas in the last four years (from2003 onwards) we can see a change of focus towards services eitherbusiness-to-business or retail and that is why more specialized services journalspublish RQ studies lately (IJBM, MSQ, JSR, IJSIM). In total the per cent of studies thatappeared in each journal are presented in Table II.
Furthermore, in product-related research there are more studies inbusiness-to-business than in retail markets whereas the opposite stands forservice-related research. Studies in professional services are very few. In total, apartfrom the conceptual papers, there are 38 studies in business-to-business relationshipsand 19 in retail relationships. Also, two studies analyse different types of relationships,such as relationships between marketing executives of firms (Menon et al., 1996) orinterorganisational relationships between automobile manufacturers and their ownsalespeople (Park and Deitz, 2006). Furthermore, 26 studies are done in productmarkets whereas 25 are done in services, eight deal with both products and services orit is not defined which industry they deal with, and five are conceptual or theoretical.
Moreover, more than one third of all studies (24) analyse the US market althoughfrom 2000 onwards there is an increase of studies from other parts of the planet such asEurope (13 studies in various countries but mainly The Netherlands, UK andGermany); Asia (7); Australasia (8), and Canada (2). Most studies analyse one domesticmarket and that is probably due to the characteristics of relationships that differwidely between different countries, and thus, it is difficult to generalize results acrosscountries. There are only three studies that are multi-country, one is a buyer side studythat investigates the relationship between automobile manufacturers and car dealers inthe USA and The Netherlands (Kumar et al., 1995); the second is a seller side study thatlooks at the relationship between service firms and their international partners inSweden, Australia and the UK (Friman et al., 2002), and lastly there is a buyer sidestudy of relationships between professional painters and distributors of paints in
EJM43,5/6
586
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Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Dw
yer
and
Oh
,19
87,JM
RA
uto
mob
ile
man
ufa
ctu
rers
and
dea
lers
Bu
yer
sid
eU
SA
Su
rvey
,ran
dom
sam
ple
of24
3U
Sd
eale
rs(5
8in
pre
test
,18
5m
ain
surv
ey)
from
tele
ph
one
dir
ecto
ryof
fiv
eri
chan
dfi
ve
lean
Sta
nd
ard
Met
rop
olit
anS
tati
stic
alA
reas
,16
7re
sp.a
(34
pre
test
and
13m
ain
),69
%r.
rb
Par
tici
pat
ion
ind
ecis
ion
mak
ing
For
mal
izat
ion
Cen
tral
izat
ion
Sat
isfa
ctio
nM
inim
alop
por
tun
ism
Tru
st
Cro
sbyet
al.
1990
,JM
Sal
esp
eop
le
life
insu
ran
cere
tail
cust
omer
sB
uy
ersi
de,
US
A
Su
rvey
,ra
nd
omsa
mp
leof
469
pol
icy
hol
der
s25
-44
yea
rsol
d,
hea
ds
ofh
ouse
hol
ds,
mem
ber
sof
nat
ion
alp
anel
,296
resp
.(63
%r.
r)
Sim
ilar
ity
Per
ceiv
edsa
lesp
erso
nse
rvic
ed
omai
nex
per
tise
Rel
atio
nal
sell
ing
beh
avio
ur
Cu
stom
ersa
tisf
acti
onT
rust
inth
esa
lesp
erso
nA
nti
cip
atio
nof
futu
rein
tera
ctio
nSaleseffectiveness
Lag
aceet
al.
1991
,JPSandSM
Ph
ysi
cian
san
dp
har
mac
euti
cal
sale
speo
ple
Bu
yer
sid
e,U
SA
Su
rvey
,co
nv
enie
nce
sam
ple
of90
med
ical
doc
tors
(100
%r.
r)E
thic
alb
ehav
iou
rE
xp
erti
seF
req
uen
cyof
inte
ract
ion
(neg
ativ
eim
pac
ton
tru
st,n
otsi
gn
ifica
nt
for
sati
sfac
tion
)Duration
ofrelationship
Tru
stw
ith
sale
sper
son
Sat
isfa
ctio
nw
ith
sale
sper
son
Moo
rman
etal.,
1992
,JM
RP
rov
ider
san
du
sers
ofm
ark
etre
sear
chB
uy
ersi
de,
US
A
Su
rvey
,co
nv
enie
nce
sam
ple
of1,
719
use
rsof
mar
ket
rese
arch
iden
tifi
edb
yA
dv
erti
sin
gA
ge
s19
90li
stof
200
top
adv
erti
sers
(3ty
pes
ofu
sers
M
KT
cm
anag
ers,
firm
MK
Tre
sear
cher
san
dn
on-M
KT
man
ager
s),
779
resp
.(4
5.3%
r.r)
Fou
rty
pes
ofre
lati
onsh
ips
rese
arch
ed:
1.In
tern
alM
KT
man
ager
and
rese
arch
er2.
Inte
rnal
MK
Tm
anag
er
exte
rnal
MK
Tre
sear
cher
3.In
tern
al
exte
rnal
MK
Tre
sear
cher
4.In
tern
aln
on-M
KT
man
ager
and
MK
Tre
sear
cher
Use
rtr
ust
inre
sear
cher
Per
ceiv
edq
ual
ity
ofin
tera
ctio
nResearcher
involvem
entin
researchactivities
Com
mit
men
tto
rela
tion
ship
Mar
ket
rese
arch
uti
liza
tion
Han
etal.
1993
,IM
MP
urc
has
ing
agen
tsan
dsa
lesp
eop
le(i
nd
ust
rial
rela
tion
ship
s)D
yad
,U
SA
Su
rvey
,co
nv
enie
nce
sam
ple
of12
3p
urc
has
ing
agen
tsan
d12
3sa
lesp
eop
led
raw
nfr
om41
mem
ber
com
pan
ies
ofIn
stit
ute
for
stu
dy
ofB
usi
nes
sm
ark
ets.
86re
sp.
(41
agen
tsan
d44
sale
speo
ple
,33
and
36%
r.r
resp
ecti
vel
y)
Com
par
ison
lev
elof
alte
rnat
ive
exch
ang
ere
lati
onsh
ips
(qu
alit
yof
outc
omes
from
oth
erre
lati
onsh
ip)
Fu
ture
un
cert
ain
tyd
ue
toov
erd
epen
den
ce
Mu
tual
tru
st,
Sat
isfa
ctor
yex
chan
ge
(par
tner
ssa
tisf
acti
onw
ith
each
oth
ers
per
form
ance
)
Bu
yer
s:P
urc
has
ing
effi
cien
cy(i
.e.
bet
ter
del
iver
ysc
hed
ule
s,lo
wer
pro
du
ctio
nco
sts
etc.
)S
up
pli
ers:
Pri
ce/p
rod
uct
ion
stab
ilit
y,
En
han
ced
Mar
ket
ing
effi
cien
cy,
Op
tim
alca
pac
ity
pla
nn
ing
,C
ust
omer
orie
nta
tion
(continued
)
Table I.Relationship quality:
a review of the literature
Relationshipquality
587
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Joh
nso
net
al.
1993
,JM
US
man
ufa
ctu
rers
and
Jap
anes
eim
por
ters
ofco
nsu
mer
goo
ds
Bu
yer
sid
e,Ja
pan
Su
rvey
,co
nv
enie
nce
sam
ple
of20
3m
anag
ers
ofim
por
tin
gre
tail
ing
firm
s(7
4re
sp.,
36.5
%re
sp.r
ate)
rep
orti
ng
onin
div
idu
ald
istr
ibu
tion
rela
tion
ship
sw
ith
inth
efi
rm
Imp
orte
rs
per
cep
tion
ofp
ower
use
Sat
isfa
ctio
nco
oper
atio
nre
lati
onsh
ipst
abil
ity
Sto
rbac
kaet
al.
1994
,IJSIM
Fra
mew
ork
for
all
serv
ices
,ex
amp
les
from
fin
anci
alse
rvic
esC
once
ptu
al,
ind
ivid
ual
lev
el,
firm
sp
oin
tof
vie
w
Sat
isfa
ctio
nC
omm
itm
ent,
Bon
ds
Rel
atio
nsh
ipst
ren
gth
# Rela
tion
ship
lon
gev
ity
Wra
yet
al.
1994
,EJM
Fin
anci
alin
term
edia
ryan
dco
nsu
mer
infi
nan
cial
serv
ices
Bu
yer
sid
e,U
SA
Tel
eph
one
surv
eyin
fou
rci
ties
,ra
nd
omsa
mp
le,
of1,
944
con
sum
ers,
564
resp
.,29
%r.
r
Sel
lin
gor
ien
tati
onC
ust
omer
orie
nta
tion
Sel
ler
sex
per
tise
and
eth
ics
Rel
atio
nsh
ipd
ura
tion
Cu
stom
ersa
tisf
acti
onw
ith
the
rela
tion
ship
Tru
stin
inte
rmed
iary
Mor
gan
and
Hu
nt,
1994
,JM
Au
tom
obil
eti
rere
tail
ers
and
thei
rcu
stom
ers,
Sel
ler
sid
e,U
SA
Su
rvey
,ra
nd
omsa
mp
leof
1,39
4in
dep
end
ent
reta
iler
sd
raw
nfr
omtr
ade
asso
ciat
ion
list
,20
4re
sp.
(14,
6%r.
r)
Rel
atio
nsh
ipte
rmin
atio
nco
sts
Rel
atio
nsh
ipb
enefi
tsS
har
edv
alu
esC
omm
un
icat
ion
Op
por
tun
isti
cb
ehav
iou
r
Tru
stC
omm
itm
ent
Acq
uie
scen
ceP
rop
ensi
tyto
leav
eC
oop
erat
ion
Fu
nct
ion
alco
nfl
ict
Un
cert
ain
tyZ
inel
din
,19
95,IJBM
Ban
ks
and
corp
orat
ecu
stom
ers
Bu
yer
sid
e,S
wed
enS
urv
ey,
ran
dom
sam
ple
of30
0co
mp
anie
s,17
9re
sp.
(60%
r.r)
intw
om
aili
ng
s
En
vir
onm
ent
(eco
nom
ic,t
ech
nic
al,
leg
al/p
olit
ical
)A
tmos
ph
ere
(pow
er/d
epen
den
ce,
coop
erat
ion
/con
flic
t,tr
ust
wor
thin
ess)
Inte
ract
ion
pro
cess
(in
form
atio
nex
chan
ge,
bu
sin
ess
orfi
nan
cial
exch
ang
ean
dso
cial
exch
ang
e)
Ku
mar
etal.
1995
,JM
RL
arg
e,n
atio
nal
auto
mob
ile
man
ufa
ctu
rers
and
smal
l,re
gio
nal
new
car
dea
lers
Bu
yer
sid
e,U
SA
and
Th
eN
eth
erla
nd
s
Su
rvey
,ra
nd
omsa
mp
leof
new
car
dea
lers
from
com
mer
cial
list
s,1,
640
US
A(f
rom
2,10
0li
stof
two
stat
es)
and
1,60
0in
Th
eN
eth
erla
nd
s(f
rom
4,00
0li
stof
wh
ole
cou
ntr
y).
453
and
309
resp
onse
sre
spec
tiv
ely
(28%
and
19%
r.rs
).F
inal
usa
ble
sam
ple
du
eto
mis
sin
gd
ata
289
Net
her
lan
ds
and
417
US
A
Dis
trib
uti
ve
fair
nes
s(i
nea
rnin
gs
and
oth
erou
tcom
esfr
omre
lati
onsh
ip)
Pro
ced
ura
lfa
irn
ess
(bil
ater
alco
mm
un
icat
ion
,im
par
tial
ity
,re
futa
bil
ity
,ex
pla
nat
ion
,k
now
led
gea
bil
ity
,co
urt
esy
)O
utc
omes
giv
enal
tern
ativ
esE
nv
iron
men
tal
un
cert
ain
tyA
ge
ofth
ere
lati
onsh
ip
Aff
ecti
ve
and
man
ifes
tco
nfl
ict
Tru
stin
par
tner
sh
ones
tyan
db
enev
olen
ceC
omm
itm
ent
Wil
lin
gn
ess
toin
ves
tE
xp
ecta
tion
ofco
nti
nu
ity
Bej
ouet
al.
1996
,JBR
Sal
esp
eop
lean
dre
tail
cust
omer
sin
fin
anci
alse
rvic
esB
uy
ersi
de,
US
A
Su
rvey
,ra
nd
omsa
mp
le,
734
tele
ph
one
inte
rvie
ws,
564
resp
onse
s(7
6%r.
r),
Art
ifici
alN
eura
lN
etw
ork
An
aly
ses
(AN
NA
)
Sel
ler
set
hic
alor
ien
tati
onS
elle
rs
exp
erti
seR
elat
ion
ship
du
rati
onC
ust
omer
and
sell
ing
orie
nta
tion
Cu
stom
ersa
tisf
acti
onT
rust
insa
lesp
erso
n
(continued
)
Table I.
EJM43,5/6
588
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Wil
son
and
Jan
tran
ia,
1996
,Australia
MarketingJournal
Con
cep
tual
Val
ue
crea
tion
dim
ensi
ons
inre
lati
onsh
ips
(eco
nom
ic,
stra
teg
ican
db
ehav
iou
ral)
Rel
atio
nsh
ipsu
cces
saf
fect
edb
y:
Tru
stS
atis
fact
ion
Str
uct
ura
lan
dso
cial
bon
ds
Goa
lco
mp
atib
ilit
yIn
ves
tmen
tsC
omp
aris
onle
vel
ofth
eal
tern
ativ
es
Men
onet
al.
1996
,JA
MS
Intr
aorg
aniz
atio
nal
rela
tion
ship
s
Bu
sin
ess
Wee
k10
00co
mp
anie
s,U
nd
efin
edsi
de,
Glo
bal
Su
rvey
,1,
160
sen
ior
lev
elM
ark
etin
gex
ecs,
262
resp
onse
s,22
%r.
r
Cri
tica
lIn
cid
ent
tech
niq
ue
Cen
tral
izat
ion
For
mal
izat
ion
Tea
msp
irit
Inte
rdep
artm
enta
lin
terc
onn
ecte
dn
ess
Com
mu
nic
atio
nb
arri
ers
Fu
nct
ion
alco
nfl
ict
Dy
sfu
nct
ion
alco
nfl
ict
Qu
alit
yof
mar
ket
ing
stra
teg
y# Ma
rket
per
form
ance
Hen
nin
g-T
hu
rau
and
Kle
e,19
97,
PsychologyandMarketing
Con
sum
ers
and
firm
sT
heo
reti
cal
co
nce
ptu
alC
ust
omer
sati
sfac
tion
Tru
stC
omm
itm
ent
Cu
stom
ers
pro
du
ct-r
elat
edq
ual
ity
per
cep
tion
Cu
stom
erre
ten
tion
Leu
thes
ser,
1997
,IM
MS
up
pli
er
bu
yer
inv
ario
us
B-t
o-B
pro
du
cts,
Bu
yer
sid
e,U
SA
Su
rvey
,ra
nd
omsa
mp
leof
765
mem
ber
sof
Nat
ion
alA
ssoc
iati
onof
Pu
rch
asin
gM
anag
emen
t,45
4re
sp.
(59.
3%r.
r)
Init
iati
ng
com
mu
nic
atio
nS
ign
alli
ng
chan
ges
Dis
clos
ing
info
rmat
ion
Inte
ract
ion
freq
uen
cy
Sat
isfa
ctio
n,
Tru
stS
har
eof
bu
sin
ess
Mod
erat
ing
var
iab
les:
pro
du
ctim
por
tan
cean
dag
eof
rela
tion
ship
Don
eyan
dC
ann
on,
1997
,JM
Ind
ust
rial
rela
tion
ship
sin
man
ufa
ctu
rin
gfi
rms
(su
pp
lier
b
uy
er)
Bu
yer
sid
e,U
SA
Th
ree
wav
em
ail
surv
ey,
ran
dom
sam
ple
of67
8m
emb
ers
ofN
atio
nal
Ass
ocia
tion
ofP
urc
has
ing
Man
agem
ent,
210
resp
.,31
%r.
r.
Ch
arac
teri
stic
sof
sup
pli
erfi
rm(r
epu
tati
onan
dsi
ze)
Ch
arac
teri
stic
sof
sup
pli
erfi
rmre
lati
onsh
ip(w
illi
ng
nes
sto
cust
omiz
e,co
nfi
den
tial
info
shar
ing
,le
ng
thof
rela
tion
ship
)C
har
acte
rist
ics
ofsa
lesp
erso
n(e
xp
erti
sean
dp
ower
)C
har
acte
rist
ics
ofsa
lesp
erso
nre
lati
onsh
ip(l
ikea
bil
ity
,si
mil
arit
y,
freq
uen
tb
usi
nes
san
dso
cial
con
tact
,le
ng
thof
rela
tion
ship
)
Bu
yin
gfi
rms
tru
stof
sup
pli
erfi
rman
dof
sale
sper
son
Su
pp
lier
pu
rch
ase
choi
ceA
nti
cip
ated
futu
rein
tera
ctio
nC
ontr
olv
aria
ble
s:D
eliv
ery
per
form
ance
Rel
ativ
ep
rice
/cos
tP
rod
uct
/ser
vic
ep
erfo
rman
ceP
urc
has
eex
per
ien
cew
ith
sup
pli
er
Gw
inn
eret
al.
1998
,JA
MS
Ser
vic
ep
rov
ider
and
cust
omer
s(v
ario
us
ind
ust
ries
)B
uy
ersi
de,
US
A
Fir
stst
ud
y:
in-d
epth
inte
rvie
ws
Jud
gem
ent
sam
ple
of21
cust
omer
sth
rou
gh
per
son
alac
qu
ain
tan
ces
Sec
ond
stu
dy
:S
urv
ey,
ran
dom
sam
ple
of53
0cu
stom
ers,
299
resp
onse
s,56
%r.
r
Rel
atio
nal
ben
efits
for
cust
omer
Soc
ial
Psy
chol
ogic
alE
con
omic
cust
omis
atio
n (continued
)
Table I.
Relationshipquality
589
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Dor
schet
al.
1998
,JA
MS
Ven
dor
san
dp
urc
has
ing
exec
uti
ves
Bu
yer
sid
e,U
SA
Mai
lsu
rvey
wit
hsl
igh
tly
dif
fere
nt
qu
esti
onn
aire
toth
ree
gro
up
sof
resp
ond
ents
ask
ing
abou
tth
eir
bes
t,ty
pic
alor
wor
stv
end
or.
Ran
dom
sam
ple
of97
5p
urc
has
ing
exec
uti
ves
from
com
mer
cial
mai
lin
gli
st(9
4re
sp.,
9.6%
r.r)
T
rust
Sat
isfa
ctio
nC
omm
itm
ent
Op
por
tun
ism
Cu
stom
eror
ien
tati
onE
thic
alp
rofi
le
Sm
ith
,19
98a,Psychologyand
Marketing
Pu
rch
asin
gp
rofe
ssio
nal
san
dsa
les
rep
rese
nta
tiv
esB
uy
ersi
de,
Can
ada
Su
rvey
,ra
nd
omsa
mp
leof
185
mal
ean
d18
1fe
mal
ep
rofe
ssio
nal
sfr
omP
urc
has
ing
Man
agem
ent
Ass
ocia
tion
mem
ber
sin
Can
ada,
128
resp
.(54
mal
ean
d74
fem
ale)
,37
%r.
r
Sim
ilar
ity
oftw
op
arti
es(i
nse
x,
age,
wor
kat
titu
de,
per
son
alit
y)
af
fect
sn
ext
thre
eal
sod
irec
tly
Rel
atio
nsh
ipin
ves
tmen
tO
pen
com
mu
nic
atio
nR
elat
ion
alis
mS
up
pli
erre
pre
sen
tati
ve
exp
erti
seR
elat
ion
ship
du
rati
on
Tru
stS
atis
fact
ion
Com
mit
men
t
Sm
ith
1998
b,CanadianJournal
ofAdministrative
Sciences
Pu
rch
asin
gp
rofe
ssio
nal
san
dsa
les
rep
rese
nta
tiv
esB
uy
ersi
de,
Can
ada
Su
rvey
,ra
nd
omsa
mp
leof
220
mal
ean
d20
0fe
mal
ep
rofe
ssio
nal
sfr
omP
urc
has
ing
Man
agem
ent
Ass
ocia
tion
mem
ber
s(1
05m
ale
and
80fe
mal
ere
sp.
44%
r.r)
Soc
ial
bon
ds
Rel
atio
nsh
ipin
ves
tmen
tS
up
pli
erex
per
tise
Com
mu
nic
atio
n/c
oop
erat
ion
Tru
stS
atis
fact
ion
Com
mit
men
t
Sel
nes
,19
98EJM
Foo
dp
rod
uce
ran
dit
scu
stom
ers
(Caf
eter
ias
and
Res
tau
ran
ts)
Bu
yer
sid
e,N
orw
ay
Su
rvey
,ra
nd
omsa
mp
leof
400
pu
rch
asin
gm
anag
ers
ofcu
stom
erfi
rms
ask
eyin
form
ants
,17
7re
spon
ses,
(44%
r.r)
Com
pet
ence
,co
mm
un
icat
ion
,co
mm
itm
ent,
con
flic
th
and
lin
gT
rust
Sat
isfa
ctio
nR
elat
ion
ship
enh
ance
men
tan
dco
nti
nu
ity
Bow
enan
dS
hoe
mak
er,
1998
;CornellHotelandRest.Admin.
Quarterly
Hot
els
and
thei
rg
ues
ts,
Bu
yer
sid
e,U
SA
Su
rvey
ra
nd
omsa
mp
leof
5,00
0A
mer
ican
Ex
pre
ssH
old
ers
that
hav
est
ayed
atle
ast
thre
eti
mes
inh
otel
sof
ali
st
Fai
rco
sts
Rel
atio
nsh
ipb
enefi
tsS
wit
chin
gco
sts
Val
ue
ofre
lati
onsh
ipu
nd
erst
ood
Cer
tain
ty
Tru
stC
omm
itm
ent
Les
sop
por
tun
isti
cb
ehav
ior
Pro
du
ctu
se(i
ncr
emen
tal
bu
sin
ess)
Vol
un
tary
par
tner
ship
(ref
erra
ls,
WO
M,
refe
ren
ces,
pu
bli
city
)Ja
pet
al.
1999
,JBR
Ret
ail
firm
s(o
rgan
izat
ion
alb
uy
ers)
and
thei
rse
ller
sB
uy
ersi
de,
US
A
On
ela
rge
gro
cery
chai
n.
Ind
epth
inte
rvie
ws
wit
hfo
ur
key
info
rman
ts-
pro
cure
men
tem
plo
yee
s,th
ree
sen
ior
cate
gor
ym
anag
ers,
two
sen
ior
gro
up
man
ager
s,1
vic
ep
resi
den
tof
pro
cure
men
tan
dob
serv
atio
nof
bu
yer
-sel
ler
inte
ract
ion
s
T
rust
Aff
ecti
ve
con
flic
tM
anif
est
con
flic
tD
isen
gag
emen
tE
xp
ecta
tion
sof
con
tin
uit
y
Con
sum
erb
ehav
iou
rs:
Fri
end
lin
ess
Qu
esti
onas
kin
gD
isag
reem
ent
Com
pli
ance
Tim
esp
ent
talk
ing
inm
eeti
ng
s
Hop
kin
son
and
Hog
arth
,19
99F
ran
chis
ech
ann
elre
lati
onsh
ips
Th
eore
tica
l
con
cep
tual
Str
ateg
icob
ject
ives
Res
ourc
eco
nst
rain
tsA
gen
cyp
rob
lem
sIn
form
atio
nco
nst
rain
ts
Pow
ereq
uil
ibri
um
Sen
seof
un
ity
Ex
pec
tati
ons
offu
ture
An
tici
pat
ion
oftr
oub
le
(continued
)
Table I.
EJM43,5/6
590
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Bak
eret
al.,
1999
,JA
MS
Su
pp
lier
san
dre
sell
ers,
var
iou
sin
du
stri
esS
elle
rsi
de,
US
A
Su
rvey
,co
nv
enie
nce
sam
ple
of1,
127
sup
pli
ers
ind
icat
edb
yre
sell
erm
emb
ers
ofth
eN
atio
nal
Ass
ocia
tion
ofW
hol
esal
ers,
380
resp
.,33
.7%
r.r.
Su
pp
lier
sp
erce
ived
rese
ller
mar
ket
orie
nta
tion
Tru
stC
omm
itm
ent
Sat
isfa
ctio
nw
ith
rese
ller
Per
cep
tion
ofco
oper
ativ
en
orm
sw
ith
rese
ller
Joh
nso
n,
1999
,JA
MS
Su
pp
lier
san
dd
istr
ibu
tors
inin
du
stri
alm
ach
iner
yan
deq
uip
men
tB
uy
ersi
de,
US
A
Su
rvey
,co
nv
enie
nce
sam
ple
of40
0q
ual
ified
key
info
rman
tsfr
omd
istr
ibu
tor
firm
s,17
7re
spon
ses,
44.7
%r.
r.
Ex
pec
tati
onof
rela
tion
ship
con
tin
uit
yT
rust
Fai
rnes
sA
bse
nce
ofop
por
tun
ism
Distributorsstrategicintegration
ofrelationship
withsupplier
Gar
bar
ino
and
Joh
nso
n,1
999,JM
Ser
vic
ep
rov
ider
san
dco
nsu
mer
sB
uy
ersi
de,
US
AS
urv
ey,
ran
dom
sam
ple
of1,
000
cust
omer
sof
pro
fess
ion
aln
on-p
rofi
tre
per
tory
thea
tre
com
pan
yin
New
Yor
k.
(375
occa
sion
alsu
bsc
rib
ers,
250
curr
ent
sub
scri
ber
s,37
5in
div
idu
alti
cket
bu
yer
s),4
01re
sp.
40%
r.r.
Act
orsa
tisf
acti
onA
ctor
fam
ilia
rity
Pla
yat
titu
des
Th
eatr
eat
titu
des
Ov
eral
lsa
tisf
acti
onC
omm
itm
ent
Tru
st
Fu
ture
inte
nti
ons
(rel
atio
nof
con
stru
cts
dif
fers
acco
rdin
gto
thre
ed
iffe
ren
tcu
stom
erg
rou
ps)
Hen
nin
g-T
hu
rau
2000
,JM
MM
anu
fact
ure
rsan
dco
nsu
mer
sof
elec
tron
icp
rod
uct
s(v
ideo
and
refl
exca
mer
as)
Bu
yer
sid
e,G
erm
any
Fac
e-to
-fac
eq
ues
tion
nai
resu
rvey
,ra
nd
omsa
mp
leof
293
con
sum
ers
inon
eci
ty
Sk
ills
attr
ibu
tion
Cu
stom
ersk
ills
lev
elS
kil
lssp
ecifi
city
Tru
stP
rod
uct
-rel
ated
qu
alit
yp
erce
pti
onE
mot
ion
alan
dca
lcu
lati
ve
com
mit
men
t
Cu
stom
erre
ten
tion
Nau
de
and
Bu
ttle
,20
00,IM
ME
xec
uti
ves
inv
ario
us
ind
ust
ries
and
thei
rsu
pp
lier
s(B
-to-
B)
Bu
yer
sid
e,U
K
Con
ven
ien
cesa
mp
leof
40ex
ecu
tiv
esat
ten
din
ga
man
agem
ent
cou
rse,
2st
ages
,1s
tu
nst
ruct
ure
dq
ues
tion
s,2n
dra
nk
ing
qu
esti
ons
T
rust
Sat
isfa
ctio
nC
oord
inat
ion
Pow
erP
rofi
t
Bol
eset
al.
2000
,JBR
Sal
esp
erso
nan
db
usi
nes
scu
stom
er(t
elec
omm
un
icat
ion
sse
rvic
es)
Bu
yer
sid
e,G
lob
al
Su
rvey
,ra
nd
omsa
mp
leof
3,01
0b
usi
nes
scu
stom
ers
ofF
ortu
ne
500
Tel
ecom
mu
nic
atio
ns
firm
,1,
009
resp
.(3
3%r.
r)
Sim
ilarity
Ser
vic
ed
omai
nex
per
tise
Rel
atio
nal
sell
ing
beh
avio
ur
Eq
uit
y
Cu
stom
ersa
tisf
acti
onT
rust
inth
esa
lesp
erso
nA
nti
cip
atio
nof
futu
rein
tera
ctio
nS
ales
effe
ctiv
enes
s
Sca
nla
nan
dM
cPh
ail,
2000
,J.of
HospitalityandTourism
Res.
Bu
sin
ess
trav
elle
rsan
dh
otel
rece
pti
onis
tsB
uy
ersi
de,
Au
stra
lia
Tw
ost
age
des
ign
:E
xp
lora
tory
15
ind
epth
inte
rvie
ws
wit
hb
usi
nes
str
avel
lers
Des
crip
tiv
e
Su
rvey
,co
nv
enie
nce
sam
ple
of50
0b
usi
nes
str
avel
lers
g
ues
ts,
qu
esti
onn
aire
giv
enb
yre
cep
tion
,11
9u
sab
lere
spon
ses,
24%
r.r.
Rel
atio
nsh
ipat
trib
ute
s:S
ocia
lb
ond
ing
Rel
iab
ilit
yP
erso
nal
izat
ion
Fam
ilia
riza
tion
Qu
alit
yof
the
stag
eof
rela
tion
ship
form
atio
nd
uri
ng
rela
tion
ship
dev
elop
men
taf
fect
edb
y:
Mem
orab
lean
dsa
tisf
yin
gse
rvic
eex
per
ien
ces
Inte
nti
onto
con
tin
ue
stay
Pos
itiv
efi
rst
imp
ress
ion
sR
ecep
tion
ist
sad
apti
ve
beh
avio
ur
tom
eet
cust
omer
nee
ds
Lon
g-t
erm
rela
tion
ship
(continued
)
Table I.
Relationshipquality
591
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Hib
bar
det
al.
2001
,JM
RM
ark
etin
gch
ann
elof
aFortune
500
con
sum
erd
ura
ble
man
ufa
ctu
rer
re
lati
onsh
ipw
ith
its
ind
epen
den
td
eale
rsh
urt
by
add
itio
nof
mas
sm
erch
and
iser
inm
ark
etin
gch
ann
el,
Bu
yer
sid
e,G
lob
al
Su
rvey
,ra
nd
omsa
mp
leof
1,18
6in
dep
end
ent
dea
lers
(lis
tsu
pp
lied
by
man
ufa
ctu
rer)
,74
2re
spon
ses
(62.
6%r.
r)
Per
ceiv
edR
Qb
efor
eth
ed
estr
uct
ive
act
(tru
stan
daf
fect
ive
com
mit
men
t),
Tot
alan
dR
elat
ive
dep
end
ence
ofb
oth
sup
pli
eran
dd
eale
rT
yp
eof
resp
onse
tod
estr
uct
ive
act
RQ
afte
rth
ed
estr
uct
ive
act
(Tru
stan
daf
fect
ive
com
mit
men
t)(s
ame
ante
ced
ents
are
use
dfo
ref
fect
onp
erfo
rman
cefr
omth
esu
pp
lier
sp
ersp
ecti
ve)
Goo
dm
anan
dD
ion
,20
01,IM
MM
anu
fact
ure
r
dis
trib
uto
rre
lati
onsh
ips
inh
igh
tech
ind
ust
rial
pro
du
cts
Bu
yer
sid
e,U
SA
Su
rvey
,ra
nd
omsa
mp
leof
675
firm
sfr
omli
sts
ofD
istr
ibu
tor
Ass
ocia
tion
s,21
5u
sab
lere
sp.,
31.9
%r.
r.
Dep
end
ence
and
pow
er,
Idio
syn
crat
icin
ves
tmen
tsP
rod
uct
sale
abil
ity
Eas
eof
sale
Eff
ecti
ve
com
mu
nic
atio
ns
An
tici
pat
ion
oftr
ust
Man
ufa
ctu
rer
sst
ren
gth
s
Com
mit
men
t
de
Ru
yet
eret
al.
2001
,IM
MB
-to-
Bre
lati
onsh
ips
inh
igh
tech
nol
ogy
mar
ket
s(v
ery
hig
hv
olu
me
V
HV
cop
iers
)B
uy
ersi
de,
Th
eN
eth
erla
nd
s
Con
ven
ien
cesa
mp
le,
54in
-dep
thin
terv
iew
sw
ith
bu
sin
ess
cust
omer
sof
thre
em
ain
VH
Vsu
pp
lier
s
Off
erch
arac
teri
stic
s(p
rod
uct
per
form
ance
and
outp
ut,
afte
rsa
les
serv
ice)
Rel
atio
nsh
ipch
arac
teri
stic
s(A
ccou
nt
sup
por
t,C
omm
un
icat
ion
from
sup
pli
er,
Co-
oper
atio
n,
Har
mon
izat
ion
ofco
nfl
ict)
Mar
ket
char
acte
rist
ics
Rep
lace
abil
ity
Sw
itch
ing
cost
s
Tru
stA
ffec
tiv
eco
mm
itm
ent
Cal
cula
tiv
eco
mm
itm
ent
Loy
alty
Inte
nti
onto
stay
Hew
ettet
al.
2002
,JA
MS
Ind
ust
rial
pu
rch
asin
gex
ecu
tiv
esan
dse
ller
s(g
ood
san
dse
rvic
es),
Dy
adst
ud
y,
US
A
Su
rvey
co
nv
enie
nce
sam
ple
of98
6S
elle
ran
d11
3b
uy
ers,
166
and
81re
spon
ses
resp
ecti
vel
yan
d16
.8%
and
72%
resp
onse
rate
s
B
uy
ers
per
cep
tion
oftr
ust
and
com
mit
men
tin
rela
tion
ship
Rep
urc
has
ein
ten
tion
s
Mod
erat
ing
var
iab
le:
bu
yer
sco
rpor
ate
cult
ure
Woo
and
Ch
a,20
02,Hospitality
Management
Hot
els
and
gu
ests
Bu
yer
sid
e,K
orea
Su
rvey
,ra
nd
omsa
mp
leof
462
hot
elg
ues
tsst
ayin
gat
125-
star
hot
els,
208
resp
.(4
5%r.
r)
Cu
stom
eror
ien
tati
onR
elat
ion
alor
ien
tati
onM
utu
ald
iscl
osu
reS
erv
ice
pro
vid
erat
trib
ute
s
Tru
stS
atis
fact
ion
Sh
are
ofp
urc
has
esR
elat
ion
ship
con
tin
uit
yW
ord
ofm
outh
Hen
nin
g-T
hu
rau
etal
.,20
02,JSR
Con
sum
erse
rvic
esfi
rms
and
thei
rcu
stom
ers
Bu
yer
sid
e,U
SA
Su
rvey
71
stu
den
td
ata
coll
ecto
rsw
ith
fiv
eq
ues
tion
nai
res
each
35
5to
tal,
336
resp
onse
s,17
3fe
mal
ean
d16
3m
ale
Rel
atio
nal
ben
efits
(con
fid
ence
,so
cial
and
spec
ial
trea
tmen
tb
enefi
ts)
Sat
isfa
ctio
nC
omm
itm
ent
Wor
dof
mou
thC
ust
omer
loy
alty
Won
gan
dS
ohal
2002
a,IJof
RetailandDistribution
Management
Dep
artm
ent
stor
ean
dre
tail
shop
per
sB
uy
ersi
de,
Au
stra
lia
Su
rvey
,ra
nd
omsa
mp
leof
1,26
1cu
stom
ers
ina
dep
artm
ent
stor
ech
ain
,on
site
(45.
5%r.
r)or
by
rep
lyp
aid
mai
l(3
7.2%
r.r)
Sal
esp
erso
ntr
ust
Sal
esp
erso
nco
mm
itm
ent
Sto
reco
mm
itm
ent
Sto
retr
ust
Won
gan
dS
ohal
2002
b,
ManagingService
Quality
Dep
artm
ent
stor
ean
dre
tail
shop
per
sB
uy
ersi
de,
Au
stra
lia
Su
rvey
,ra
nd
omsa
mp
leof
1,26
1cu
stom
ers
ina
dep
artm
ent
stor
ech
ain
,on
site
(45.
5%r.
r)or
by
rep
lyp
aid
mai
l(3
7.2%
r.r)
Ser
vic
eq
ual
ity
(continued
)
Table I.
EJM43,5/6
592
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Fri
man
etal.
2002
,IM
MS
erv
ice
firm
san
din
tern
atio
nal
par
tner
s.In
tern
atio
nal
B-t
o-B
rela
tion
ship
sS
elle
rsi
de,
Sw
eden
,Au
stra
lia
and
UK
Fiv
eca
sest
ud
ies,
Cri
tica
lin
cid
ent
tech
niq
ue,
Ex
ten
din
gM
org
anan
dH
un
ts
(199
4)m
odel
Rel
atio
nsh
ipte
rmin
atio
nco
sts
Rel
atio
nsh
ipb
enefi
tsS
har
edv
alu
esC
omm
un
icat
ion
qu
alit
yL
ack
ofop
por
tun
isti
cb
ehav
iou
rF
airn
ess
Per
ceiv
edre
lati
onsh
ipef
fect
iven
ess
Pri
orb
elie
fsof
how
lik
ely
the
par
tner
wil
lre
cip
roca
teac
tsof
tru
stan
dco
mm
itm
ent
Com
mit
men
tT
rust
Lon
g-t
erm
rela
tion
ship
Lan
gan
dC
olg
ate,
2003
,IJBM
Fin
anci
alse
rvic
ep
rov
ider
s(b
ank
s)an
dre
tail
cust
omer
s
onli
ne
rela
tion
ship
sB
uy
ersi
de,
New
Zea
lan
d
Su
rvey
,ra
nd
om,
pro
por
tion
atel
yst
rati
fied
pro
bab
ilit
ysa
mp
leof
2,68
8co
nsu
mer
s,tw
om
aili
ng
s,1,
346
resp
.(5
5.5%
r.r)
Com
mit
men
tT
rust
Sat
isfa
ctio
nS
ocia
lb
ond
sC
onfl
ict
Kea
tin
get
al.
2003
,Managing
Service
Quality
Rel
atio
nsh
ips
inon
lin
ere
tail
ing
Bu
yer
sid
e,A
ust
rali
a1s
tst
age:
two
onli
ne
focu
sg
rou
ps
inA
ust
rali
a2n
dst
age:
onli
ne
surv
eyw
ith
con
ven
ien
cesa
mp
leof
stu
den
te-
shop
per
sfr
omA
ust
rali
anU
niv
ersi
ty,
259
resp
.(2
4%r.
r)
Tru
stE
ffor
tV
alu
eU
nd
erst
and
ing
Com
mu
nic
atio
n
Wal
teret
al.
2003
,IM
MM
anu
fact
uri
ng
sup
pli
eran
dp
urc
has
ing
pro
fess
ion
al,
var
iou
sin
du
stri
esB
uy
ersi
de,
Ger
man
y
Su
rvey
,ra
nd
omsa
mp
leof
560
pu
rch
asin
gm
anag
ers
orag
ents
,23
0re
spon
ses
(41.
1%r.
r).
Dir
ect
fun
ctio
ns
ofre
lati
onsh
ip(c
ost
red
uct
ion
,v
olu
me,
qu
alit
y,
safe
gu
ard
),In
dir
ect
fun
ctio
ns
ofre
lati
onsh
ip(m
ark
et,
scou
t,in
nov
atio
nd
evel
opm
ent,
soci
alsu
pp
ort)
Com
mit
men
tT
rust
Sat
isfa
ctio
n
Rob
erts
etal
.,20
03,EJM
Ser
vic
efi
rms
and
thei
rcu
stom
ers
Bu
yer
sid
e,A
ust
rali
aS
urv
ey,
ran
dom
sam
ple
of1,
020
con
sum
ers,
251
resp
onse
s(2
4.7%
r.r)
Ser
vic
eq
ual
ity
Tru
stin
inte
gri
tyT
rust
inb
enev
olen
ceC
omm
itm
ent
Aff
ecti
ve
con
flic
tS
atis
fact
ion
Loy
alty
exp
ress
edb
y:
Sh
are
info
rmat
ion
Say
pos
itiv
eth
ing
sR
ecom
men
dfr
ien
ds
Con
tin
ue
pu
rch
asin
gP
urc
has
ead
dit
ion
alse
rvic
esT
est
new
serv
ices
San
zoet
al.
2003
,IM
MIn
du
stri
alfi
rms
and
sup
pli
ers
(pro
du
cts
and
serv
ices
),B
uy
ersi
de,
Sp
ain
Str
uct
ura
lp
erso
nal
surv
eys,
two
stag
es,
ran
dom
sam
ple
of26
4fi
rms
from
Dir
ecto
ryof
ind
ust
rial
com
pan
ies
and
ind
ust
rial
sup
ply
firm
sin
Au
stri
as(1
74re
sp.
66%
r.r,
sam
ein
bot
hst
ages
)
Eff
ecti
ve
com
mu
nic
atio
nin
flu
ence
db
ysu
pp
lier
s:
Use
ofco
erci
ve
orn
on-c
oerc
ive
infl
uen
cest
rate
gie
sC
ult
ura
lm
ark
etor
ien
tati
on
Tru
stC
onfl
ict
Val
ue
ofre
lati
onsh
ipfo
rth
eb
uy
er
Bu
yer
ssa
tisf
acti
onw
ith
the
sup
pli
er
(continued
)
Table I.
Relationshipquality
593
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Woo
and
En
new
,20
04,EJM
B-t
o-B
rela
tion
ship
sin
pro
fess
ion
alse
rvic
es(c
onsu
ltin
gen
gin
eeri
ng
serv
ices
)B
uy
ersi
de,
Hon
gK
ong
Su
rvey
,ra
nd
omsa
mp
leof
273
sen
ior
gov
ern
men
ten
gin
eers
from
the
Sta
ffli
stof
Hon
gK
ong
Gov
ern
men
t,98
resp
onse
s(3
6%r.
r)
C
oop
erat
ion
Ad
apta
tion
Atm
osp
her
e
Ser
vic
eq
ual
ity
Fy
nes
etal.
2004
,Jof
Purchasing
andSupplyManagement
Su
pp
lych
ain
rela
tion
ship
s,M
anu
fact
uri
ng
com
pan
ies
inel
ectr
onic
sS
elle
rsi
de,
Irel
and
Su
rvey
,co
nv
enie
nce
sam
ple
of53
8co
mp
anie
s,si
ng
lein
form
ants
,20
2re
sp.
(38%
r.r)
T
rust
,ad
apta
tion
,co
mm
un
icat
ion
,co
oper
atio
nS
up
ply
chai
np
erfo
rman
ceex
pre
ssed
by
:C
ust
omer
sati
sfac
tion
Del
iver
yC
ost
Fle
xib
ilit
yM
oder
atin
gv
aria
ble
s:D
eman
d,
tech
nol
ogic
alan
dsu
pp
lyu
nce
rtai
nty
Ven
etis
and
Gh
auri
2004
,EJM
Ad
ver
tisi
ng
agen
cies
and
bu
sin
ess
cust
omer
s(p
rod
uct
san
dse
rvic
es),
Bu
yer
sid
e,T
he
Net
her
lan
ds
Su
rvey
,co
nv
enie
nce
sam
ple
of1,
112
rep
rese
nta
tiv
esof
705
adv
erti
sers
,24
1re
sp.
(22%
r.r
ofto
tal
and
31%
ofco
mp
anie
sap
pro
ach
ed)
Str
uct
ura
lb
ond
s(s
wit
chan
dst
uck
bon
ds)
Tru
stS
erv
ice
qu
alit
y
Cal
cula
tiv
eco
mm
itm
ent
Aff
ecti
ve
com
mit
men
tR
elat
ion
ship
inte
nti
ons
(in
ten
tion
toco
nti
nu
eth
ere
lati
onsh
ip)
Lag
eset
al.
2005
,JBR
Ex
por
ters
and
imp
orte
rsS
elle
rsi
de,
UK
Su
rvey
,ra
nd
omsa
mp
leof
1,56
4en
terp
rise
sfr
omth
eD
atab
ase
ofth
eB
riti
shC
ham
ber
ofC
omm
erce
,p
erso
nre
spon
sib
lefo
rex
por
tin
g,
111
resp
onse
s(7
%r.
r,ac
tual
,32%
effe
ctiv
e)
A
mou
nt
ofin
form
atio
nsh
arin
g,
com
mu
nic
atio
nq
ual
ity
,lon
g-t
erm
rela
tion
ship
orie
nta
tion
,sa
tisf
acti
onw
ith
the
rela
tion
ship
Ex
por
tp
erfo
rman
ce(fi
nan
cial
,st
rate
gic
and
sati
sfac
tion
wit
hex
por
tv
entu
re)
Ben
net
tan
dB
ark
ensj
o,20
05,
IJSIM
Ch
arit
ies
and
thei
rb
enefi
ciar
ies
Bu
yer
sid
e,U
KS
urv
ey,
con
ven
ien
cesa
mp
leof
1,00
0em
plo
yee
san
d1,
000
stu
den
tsin
Lon
don
Un
iver
sity
1,
500
ran
dom
peo
ple
from
two
rail
way
stat
ion
s,10
0re
sp.
(34,
37an
d29
from
3sa
mp
les,
3.5%
?r.
r.)
Qu
alit
yof
char
ity
sR
Md
(rel
atio
nsh
ipad
ver
tisi
ng
,tw
o-w
ayco
mm
un
icat
ion
s,d
atab
ase
MK
G,
face
-to-
face
con
tact
s,li
sten
ing
acti
vit
ies)
Sat
isfa
ctio
nw
ith
serv
ice
pro
vis
ion
Tru
stB
enev
olen
ceC
omm
itm
ent
Beh
avio
ura
lin
ten
tion
Per
ceiv
edse
rvic
eq
ual
ity
Far
rell
yan
dQ
ues
ter,
2005
,IMM
Foo
tbal
lte
ams
(Au
stra
lian
Foo
tbal
lL
eag
ue)
and
thei
rsp
onso
rs,
Bu
yer
sid
e
Su
rvey
,co
nv
enie
nce
sam
ple
of54
rela
tion
ship
sof
wh
ich
46ex
amin
ed(8
6%r.
r)
T
rust
,co
mm
itm
ent
Eco
nom
icsa
tisf
acti
on,
non
-eco
nom
icsa
tisf
acti
on
Van
Bru
gg
enet
al.
2005
IJR
MB
-to-
Bre
lati
onsh
ips
Pro
fess
ion
alp
ain
ters
(ow
ner
s/h
ead
sof
pai
nti
ng
firm
s)an
dd
istr
ibu
tors
ofp
ain
tsB
uy
ersi
de
Bel
giu
man
dT
he
Net
her
lan
ds
Su
rvey
,co
nv
enie
nce
sam
ple
of1,
000
pro
fess
ion
alp
ain
ters
inT
he
Net
her
lan
ds
and
500
inB
elg
ium
,31
7re
spon
den
ts,
21.1
%r.
r.,
(233
resp
.fr
omT
he
Net
her
lan
ds,
94fr
omB
elg
ium
,23
.3an
d18
.8%
r.r
resp
ecti
vel
y)
Dis
trib
uto
rch
ann
elfu
nct
ion
per
form
ance
(loc
atio
n,
asso
rtm
ent,
fin
anci
alan
dp
rici
ng
pol
icie
s,p
erso
nn
el)
Dep
end
ence
stru
ctu
re(t
otal
inte
rdep
end
ence
,re
lati
ve
dis
trib
uto
ran
dcu
stom
erd
epen
den
ce)
Tru
st,
com
mit
men
t,sa
tisf
acti
onan
dre
lati
onsh
ipco
nfl
icts
(continued
)
Table I.
EJM43,5/6
594
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Hu
ntl
ey,
2006
,IM
MB
-to-
Bre
lati
onsh
ips,
inte
chn
olog
yin
ten
siv
een
vir
onm
ents
(mar
ket
ing
rep
rese
nta
tiv
esan
db
usi
nes
scu
stom
ers
ofv
ario
us
ind
ust
ries
)B
uy
ersi
de,
US
A
Tel
eph
one
surv
ey,
con
ven
ien
cesa
mp
leof
240
cust
omer
sof
one
For
tun
e10
0co
mp
any
sell
ing
ITp
rod
uct
san
dse
rvic
es,
Key
info
rman
ts,
203
resp
.(8
4,6%
r.r)
Goa
lco
ng
ruit
yT
rust
,co
mm
itm
ent
Wil
lin
gn
ess
tore
com
men
d,
serv
ice
sale
s,p
rod
uct
sale
s
Ath
anas
opou
lou
(200
6),JBBM
Cor
por
ate
cust
omer
san
dfi
nan
cial
serv
ice
pro
vid
ers
(lea
sin
gse
rvic
es)
R
elat
ion
ship
for
NS
DS
elle
rsi
de,
UK
Nin
eca
sest
ud
ies
ofle
asin
gco
mp
anie
sth
atin
vol
ved
27in
-dep
thin
terv
iew
sw
ith
key
info
rman
tsan
dst
ud
yof
inte
rnal
doc
um
ents
Com
mu
nic
atio
nq
ual
ity
Rel
atio
nsh
ipb
ond
sQ
ual
ity
ofre
lati
onsh
ipp
artn
ers
Cu
stom
er-d
riv
enN
SD
stra
teg
yP
rofi
cien
cyin
kn
owle
dg
eb
rok
erin
g
Par
kan
dD
eitz
,20
06,JBR
Au
tom
obil
em
anu
fact
ure
rsan
dth
eir
sale
speo
ple
Bu
yer
sid
e,K
orea
Su
rvey
,co
nv
enie
nce
sam
ple
of19
9au
tom
obil
esa
lesp
eop
leth
atw
ork
ina
maj
orau
tom
obil
eK
orea
nM
anu
fact
ure
r(9
0%r.
r)
Ad
apti
ve
sell
ing
beh
avio
r(A
SB
)W
ork
ing
rela
tion
ship
qu
alit
yb
etw
een
sale
speo
ple
and
coll
eag
ues
Man
ager
sO
ther
dep
artm
ents
Sal
esp
erso
ns
job
sati
sfac
tion
Sal
esp
erso
ns
per
form
ance
Ram
ases
han
etal.
2006
,Jof
Retailing
Dep
artm
ent
stor
esan
dth
eir
ten
ants
B
uy
ersi
de,
Ch
ina
Su
rvey
,ra
nd
omsa
mp
leof
302
ten
ants
dra
wn
from
1,21
0.L
ist
sup
pli
edb
ya
dep
artm
ent
stor
e,29
5re
spon
ses
(98%
r.r)
Non
coer
civ
ep
ower
(aff
ects
econ
omic
and
soci
alsa
tisf
acti
on)
Coercivepower
Eco
nom
ican
dso
cial
sati
sfac
tion
# Com
mit
men
t
Str
ateg
icp
erfo
rman
ce(i
nfl
uen
ced
only
by
com
mit
men
t)
Ula
ga
and
Eg
ger
t,20
06,EJM
Ind
ust
rial
pu
rch
asin
gm
anag
ers
and
ven
dor
s,v
ario
us
ind
ust
ries
g
ood
sB
uy
ersi
de,
US
A
Tw
ost
ages
1s
tin
dep
thin
terv
iew
sw
ith
ten
sen
ior
lev
elp
urc
has
ing
man
ager
s/
2nd
surv
eyw
ith
ara
nd
omsa
mp
leof
1,95
0p
urc
has
ing
man
ager
s,m
emb
ers
ofth
eIn
stit
ute
for
Su
pp
lyM
anag
emen
t,40
0u
sab
lere
spon
ses
(20.
5%r.
r.)
Per
ceiv
edv
alu
eof
rela
tion
ship
Tru
stC
omm
itm
ent
Sat
isfa
ctio
n
Inte
nti
onto
exp
and
bu
sin
ess
wit
hsu
pp
lier
Pro
pen
sity
tole
ave
the
rela
tion
ship
Leo
nid
ouet
al.,
2006
,IM
ME
xp
orte
rsan
dim
por
ters
Sel
ler
sid
e,U
SA
Ran
dom
,sy
stem
atic
sam
ple
of1,
500
SM
Es
man
ufa
ctu
rers
that
exp
ort
from
Am
eric
anE
xp
ort
Reg
iste
r(4
2,00
0fi
rms)
.S
amp
lest
rati
fied
by
pro
du
ctty
pe
and
geo
gra
ph
ical
loca
tion
.T
wo
ph
ases
of75
0fi
rms,
mai
lq
ues
tion
nai
reto
emp
loy
ees
resp
onsi
ble
for
exp
ort
oper
atio
ns
(215
resp
onse
s,13
.4%
r.r)
.
Un
cert
ain
tyD
ista
nce
(doe
sn
otaf
fect
adap
tati
on,
tru
stan
du
nd
erst
and
ing
)C
onfl
ict
(doe
sn
otaf
fect
adap
tati
onan
dco
mm
un
icat
ion
)
Ad
apta
tion
Com
mu
nic
atio
nC
omm
itm
ent
Coo
per
atio
nS
atis
fact
ion
Tru
stU
nd
erst
and
ing
Hu
ang
and
Ch
iu,
2006
,JA
AB
Tou
rist
san
dd
esti
nat
ion
sC
once
ptu
alP
erce
ived
cult
ure
dif
fere
nce
sP
erce
ived
safe
tyC
onv
enie
nt
tran
spor
tati
on
Tru
stS
atis
fact
ion
Des
tin
atio
nlo
yal
ty
(continued
)
Table I.
Relationshipquality
595
-
Fin
din
gs
Au
thor
/yea
r/jo
urn
alT
heo
reti
cal
pos
itio
nin
gM
eth
odol
ogy
/sam
ple
RQ
ante
ced
ents
RQ
dim
ensi
ons
RQ
con
seq
uen
ces
Car
r,20
06(CACM
)IS
dep
artm
ents
and
ISu
sers
Dy
adst
ud
y,
US
A22
ISm
anag
ers
and
22IS
use
rin
terv
iew
sin
11b
usi
nes
ses
ISse
rvic
eq
ual
ity
(fiv
ed
imen
sion
sof
SE
RV
QU
AL
)T
rust
,sa
tisf
acti
on# Af
fect
ive
com
mit
men
t(o
nly
com
mit
men
taf
fect
su
ser
beh
avio
urs
)
Pos
itiv
ere
cip
roca
lu
ser
beh
avio
urs
:1.
Use
rid
enti
fica
tion
wit
hIS
dep
artm
ent
2.V
olu
nta
ryp
arti
cip
atio
nin
ISd
epar
tmen
tal
acti
vit
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