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Analyzing relationship quality and its contribution to consumer relationship proneness

Author

Listed:
  • Ana Olavarría-Jaraba

    (University Pablo de Olavide)

  • Jesús J. Cambra-Fierro

    (University Pablo de Olavide)

  • Edgar Centeno

    (Tecnológico de Monterrey)

  • Rosario Vázquez-Carrasco

    (University Pablo de Olavide)

Abstract

Relationship Marketing has emerged as one of the dominant paradigms in the sphere of marketing in recent decades. However, aspects such as globalization, the development of information technologies, or pressure from growing global competitiveness have brought about changes in the way firms approach relationship management with consumers. The modern consumer demands personalized treatment that is customized to individual needs and specific characteristics. In this context, relationship quality (RQ) allows firms to understand the proneness of consumers to keeping their commercial relations alive. This study adopts a comprehensive management approach that includes the resources and capabilities that firms possess in order to enhance RQ and analyzes the effect of a series of elements inherent to business management (market orientation, knowledge management and resources assigned to maintaining the relationship) on the quality of relationships as perceived by the consumer. We analyze the effect of perceived quality on the consumer’s willingness to maintain the relationship, providing a starting point for examining related aspects such as purchase repetition. The study uses PLS to analyze data from a sample of consumers in the banking sector to test the hypotheses posited in our conceptual model and enrich the discussion on the consequences for management practices.

Suggested Citation

  • Ana Olavarría-Jaraba & Jesús J. Cambra-Fierro & Edgar Centeno & Rosario Vázquez-Carrasco, 2018. "Analyzing relationship quality and its contribution to consumer relationship proneness," Service Business, Springer;Pan-Pacific Business Association, vol. 12(4), pages 641-661, December.
  • Handle: RePEc:spr:svcbiz:v:12:y:2018:i:4:d:10.1007_s11628-018-0362-0
    DOI: 10.1007/s11628-018-0362-0
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    References listed on IDEAS

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    Cited by:

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    2. Seger-Guttmann, Tali & Vilnai-Yavetz, Iris & Wang, Chen-Ya & Petruzzellis, Luca, 2018. "Illegitimate returns as a trigger for customers’ ethical dissonance," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 120-131.
    3. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.
    4. Shirie Pui Shan Ho & Amy Wong, 2023. "The role of customer personality in premium banking services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 285-305, June.
    5. Lessassy, Léopold, 2023. "Investigating a three-way interaction of manufacturer control, retail control and dependence on salesforce performance. Does the role of frontline employees matters ?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Jesús J. Cambra-Fierro & María Fuentes-Blasco & Rocío Huerta-Álvarez & Ana Olavarría, 2021. "Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 467-491, September.
    7. Yu-Hsin Chen & Ching-Jui Keng, 2023. "The effect of subscription relational bond on customer engagement and stickiness in podcast: the moderating role of social connectedness," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 723-745, September.
    8. Arditto, Luis & Cambra-Fierro, Jesús J. & Fuentes-Blasco, María & Jaraba, Ana Olavarría & Vázquez-Carrasco, Rosario, 2020. "“How does customer perception of salespeople influence the relationship? A study in an emerging economyâ€," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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