Incorporates: Journal of Marketing Practice: Applied Marketing Science
Online from: 1983
Subject Area: Marketing
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|Title:||Relationship quality in business to business: a cross-cultural perspective from universities|
|Author(s):||Jose-Ramon Segarra-Moliner, (Business Administration and Marketing Department, Universitat Jaume I, Castellón de la Plana, Spain), Miguel-Angel Moliner-Tena, (Business Administration and Marketing Department, Universitat Jaume I, Castellón de la Plana, Spain), Javier Sánchez-Garcia, (Business Administration and Marketing Department, Universitat Jaume I, Castellón de la Plana, Spain)|
|Citation:||Jose-Ramon Segarra-Moliner, Miguel-Angel Moliner-Tena, Javier Sánchez-Garcia, (2013) "Relationship quality in business to business: a cross-cultural perspective from universities", Marketing Intelligence & Planning, Vol. 31 Iss: 3, pp.196 - 215|
|Keywords:||Business-to-business marketing, Market orientation, Relationship marketing, Relationship quality, Service quality|
|Article type:||Research paper|
|DOI:||10.1108/02634501311324573 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The objective of this study is to analyse relationship quality in a business-to-business context. Given that the relationship between market orientation and customer-perceived service quality is well known in the area of higher education, this paper draws on its antecedents to examine relationship quality in cultural services.
Design/methodology/approach – A sample of 68 customers (cultural entities) was obtained from a postal survey (April 2010). Partial least squares (PLS) models were used to test the proposed hypotheses. This is a structural equation (SEM) technique based on variances that is suited to working with small and medium sized samples.
Findings – The authors’ results show that satisfaction, trust and commitment are key components of relationship quality. While service quality is a determining factor of satisfaction, relationship quality can be improved by taking into account that customer-perceived market orientation acts as a precursor for service quality, satisfaction and commitment.
Originality/value – This article attempts to expand upon the previous relationship quality literature on business-to-business relationships to: study behaviours conducive to lasting relationships between two different sectors (higher education and cultural industry); understand the antecedents of relationship quality; confirm relationship quality dimensions; and compare the hypothesized relationships from the customer's perspective.
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