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The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior

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  • M. H. DE CANNIÈRE
  • P. DE PELSMACKER

    ()

  • M. GEUENS

    ()

Abstract

We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts the attitudesintentions as well as the intentions-behavior relationship. The opposite signs of the effects may explain disappointing results when relationship quality is used to boost behavioral loyalty.

Suggested Citation

  • M. H. De Cannière & P. De Pelsmacker & M. Geuens, 2006. "The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/377, Ghent University, Faculty of Economics and Business Administration.
  • Handle: RePEc:rug:rugwps:06/377
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    1. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, pages 45-65.
    2. Hildebrandt, Lutz, 1987. "Consumer retail satisfaction in rural areas: A reanalysis of survey data," Journal of Economic Psychology, Elsevier, vol. 8(1), pages 19-42, March.
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