Measuring the quality of relationships in consumer services: an empirical study

Abstract

Increasingly, firms are recognizing the value of establishing close relationships with their customers as a means of retaining existing customers. Also, firms are realizing that the intangible aspects of a relationship are not easily duplicated by competition, thus providing a sustainable competitive advantage to the firm. In this paper, we provide firms with a scale for measuring the quality of these intangible relationships between service firms and their customers. We then test this scale against the related, yet dissimilar scale for service quality to determine whether the relationship quality (RQ) scale adds any further explanation of behavioral intentions. Our results indicate that relationship quality is a distinct construct from service quality and that RQ is a better predictor of behavioral intentions than service quality.

Antecedents and postcedents of satisfaction in business relationships in Canada

“…For example, studies on the higher order relationship quality concept suggest trust, satisfaction and commitment to be dimensions or antecedents of the construct (Hutchinson et al, 2010;Rauyruen and Miller, 2007;Roberts et al, 2003;Skarmeas and Robson, 2008). In contrast, other researchers suggest that satisfaction is antecedent to trust and commitment (Ha and Muthaly, 2008;Hennig-Thurau et al, 2002;Moliner, 2007aMoliner, , 2007b, while others suggest trust and commitment are antecedent to satisfaction (Farrelly and Quester, 2005;Walter et al, 2000), or only by trust as an antecedent (Anderson and Narus, 1990;Ganesan, 1994;Mohr and Spekman, 1994).…”

“…A number of researchers have investigated these dimensions as part of a higher order construct, relationship quality, in B2B as well as business to consumer (B2C) situations (Dorsch et al, 1998;Hennig-Thurau and Klee, 1997;Hewett et al, 2002;Roberts et al, 2003;Shamdasani and Balakrishnan, 2000;Svensson et al, 2009;Walter et al, 2003;Wong and Sohal, 2002). In a number of studies, trust and commitment are presented as independent concepts (Hewett et al, 2002;Morgan and Hunt, 1994;Ruyter et al, 2001).…”

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

“…Grönroos (2004) found that the nature of the relationship formed between customers and the brands they purchase creates additional value for the customer beyond the value obtained through the purchase of the good or service itself. With a focus on creating strong long-term bonds with customers, relationship marketing not only produces increased customer retention and loyalty, it also provides barriers to entry for competitors since they are unable to easily replicate the relationship between the customer and service provider (Roberts, Varki & Brodie, 2003). The objective of relationship marketing activities is therefore to form long lasting relationships with consumers which increase the potential for positive referral, repurchase and loyalty (Sheth and Parvatiyar 1995;Palmatier, Dant, Grewal & Evans, 2006;Hennig-Thurau et al 2002;Reichheld 2003;Mattila 2006).…”

The Impact of Country of Origin on Relationship Quality: Empirical Evidence from Automotive Industry

“…In other words, relationship quality refers to customers' perception of relationship outcomes in terms of fulfilling their expectations and desires (Wong & Sohal, 2002). Roberts et al (2003) defined relationship quality as "a measure of the extent to which consumers want to maintain relationships with their service providers" (p. 191). Therefore, it can be suggested from the above definitions that relationship quality is concerned with overall nature of the relationship between a brand and its customers taking into account the extent of fulfilling the needs and expectations in determining relationship success (Hennig-Thurau, Langer, & Hansen, 2002).…”

“…Successful relationship marketing also grants brands with sustainable competitive advantages (Anderson and Narus, 1990;Roberts, Varki and Brodie, 2003). According to Ford (1980), high quality of relationships between organizations and their customers connect both parties to each other in a manner that they are capable to obtain advantages beyond the mere exchange of products.…”