An interpersonal approach to modelling business-to-business relationship quality

摘要: In the last two decades, we have been watching a dramatic change in nature of buyer-seller relationships. Relationship quality (RQ) is nowadays seen as source superior performance and competitive advantage, rather than service and/or customer satisfaction. As firms move towards closer, more collaborative relationships, role relationship managers marketers increasingly vital to organisational success. Despite crucial that play building business-to-business (B2B) RQ, very little research has looked at key constructs inter-organisational RQ from an interpersonal approach. Using both qualitative quantitative approaches, this study aims contributing better understanding nature, determinants, dimensions RQ. Particular attention paid developing testing B2B model perspective. response gap identified literature, which draws primarily on buyer only perspectives, exploratory, phase was conducted dyadic perspective, thereby providing stronger conceptualisation its determinants dimensions. A combination literature with series semi-structured interviews representatives hotels operating Portugal their corporate clients helped inform development subsequently tested through structural equations modelling. For main survey, unit analysis dyad, perceived by client, 948 client provided perceptions counterparts hotels, yielding 40.7 percent rate. Goodness-of-fit estimates strong support for model. All but one suggested hypotheses were supported amount explained variance proposed acceptable. Three alternative models analysed rejected favour model. Findings highlighted importance social bonds, seem promote contractual bonds positive impact likelihood recommendation expectation future contact. If are able encourage repeat business loyalty, then they may influence overall profitability. This also expanded empirical submitting rigorous, test, way narrow another refers existence some consensus blocks such commitment, satisfaction trust, not connections addition, results emphasised orientation block This, turn, including design firms' strategies careful selection, training, motivation (designated) managers, 'face' organisation, order maximise organisations By focusing relational drivers, responds lack interactive characteristic i.e. interactions person-to-person communication, suggests theoretical managerial guidelines regarding level governance