Religiosity as a predictor of buyer-seller relationship quality: a dyadic analysis in B to C context

This study examines the relevance of religiosity as a determinant of relationship quality by exploring both its direct effects and the underlying mechanisms through which it fosters relationship quality in the B-to-C context. A quantitative study was conducted with 135 buyer-seller dyads across various industries in Tunisia. This study employed the past least square method of analysis. The findings indicate that religiosity is affected by various dimensions and significantly influences relationship outcomes. Specifically, the seller's religiosity positively affects buyers' trust and affective commitment and indirectly affects relationship quality through ethical behaviour and collectivist values. By contrast, the buyer's religiosity and relationship stages demonstrated only limited moderating effects. Some control effects were also observed. Accordingly, retailers and sellers need to understand that faith and consumption coexist in Muslim societies. The findings are expected to support buyer segmentation based on their religious commitment and to help sellers refine their policies and sustain their business. The research provides practical implications for policymakers regarding salesperson recruitment, training and customer relationship management.