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Relationship Quality of an Establishment and Perceived Value of a Purchase

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  • Javier Sánchez-Garcia
  • Miguel A. Moliner-Tena
  • Luís Callarisa-Fiol
  • Rosa M. Rodríguez-Artola

Abstract

Relationship quality is an emerging concept that attempts to measure the lifetime value of a customer. A review of the literature reveals that the indicators that determine the construct are satisfaction with the relationship, the customer's trust and the customer's level of commitment. The paper also considers how the perceived value of a purchase influences the quality of the relationship with an establishment, i.e. how a single transaction influences the valuation of a whole relationship. Gummeson [1987] considers that the quality of the relationship is the value accumulated during/throughout the relationship. This posits the existence of a causal link between perceived value and relationship quality. On the basis of an Expectancy--Value Model [Fishbein and Ajzen, 1975], and the model of Berkowitz [1993], we consider the relationships among the variables of the model. The results show that affect plays a fundamental role in long term valuation, while cognition is more influential in the short term. Another important conclusion is that the affective valuations made during the first moments have decisive consequences in the long term.

Suggested Citation

  • Javier Sánchez-Garcia & Miguel A. Moliner-Tena & Luís Callarisa-Fiol & Rosa M. Rodríguez-Artola, 2007. "Relationship Quality of an Establishment and Perceived Value of a Purchase," The Service Industries Journal, Taylor & Francis Journals, vol. 27(2), pages 151-174, March.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:2:p:151-174
    DOI: 10.1080/02642060601122710
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    Cited by:

    1. Forgas, Santiago & Moliner, Miguel A. & Sánchez, Javier & Palau, Ramon, 2010. "Antecedents of airline passenger loyalty: Low-cost versus traditional airlines," Journal of Air Transport Management, Elsevier, vol. 16(4), pages 229-233.
    2. Svensson, Göran & Mysen, Tore & Payan, Janice, 2010. "Balancing the sequential logic of quality constructs in manufacturing-supplier relationships -- Causes and outcomes," Journal of Business Research, Elsevier, vol. 63(11), pages 1209-1214, November.
    3. Mihai TICHINDELEAN, 2013. "Models Used for Measuring Customer Engagement," Expert Journal of Marketing, Sprint Investify, vol. 1(1), pages 38-49.
    4. Fuan Li & Sixue Zhang & Xuelian Yang, 2018. "Moral Integrity and Relationship Commitment: An Empirical Examination in a Cross-Cultural Setting," Journal of Business Ethics, Springer, vol. 151(3), pages 785-798, September.
    5. Abbas Rezazadeh Karsalari & Hassan Saberi & Sharareh Kalimdast, 2017. "The Impact of Customer Relationship Management on Customer Loyalty in LG Company (Goldiran) Tehran City," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(2), pages 234-239, April.

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