Relationship quality in business to business: a cross-cultural perspective from universities
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Other documents of the author: Segarra-Moliner, José-Ramón; Moliner, Miguel Angel; Sánchez-García, Javier
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http://dx.doi.org/10.1108/02634501311324573 |
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Title
Relationship quality in business to business: a cross-cultural perspective from universitiesDate
2013Publisher
EmeraldISSN
0263-4503Bibliographic citation
SEGARRA-MOLINER, Jose-Ramon; MOLINER-TENA, Miguel-Angel; SÁNCHEZ-GARCIA, Javier. Relationship quality in business to business: a cross-cultural perspective from universities. Marketing Intelligence & Planning, 2013, vol. 31, no 3, p. 196-215.Type
info:eu-repo/semantics/articlePublisher version
http://www.emeraldinsight.com/journals.htm?articleid=17087600Subject
Abstract
Purpose – The objective of this study is to analyse relationship quality in a business-to-business context. Given that the relationship between market orientation and customer-perceived service quality is well known ... [+]
Purpose – The objective of this study is to analyse relationship quality in a business-to-business context. Given that the relationship between market orientation and customer-perceived service quality is well known in the area of higher education, this paper draws on its antecedents to examine relationship quality in cultural services.
Design/methodology/approach – A sample of 68 customers (cultural entities) was obtained from a postal survey (April 2010). Partial least squares (PLS) models were used to test the proposed hypotheses. This is a structural equation (SEM) technique based on variances that is suited to working with small and medium sized samples.
Findings – The authors’ results show that satisfaction, trust and commitment are key components of relationship quality. While service quality is a determining factor of satisfaction, relationship quality can be improved by taking into account that customer-perceived market orientation acts as a precursor for service quality, satisfaction and commitment.
Originality/value – This article attempts to expand upon the previous relationship quality literature on business-to-business relationships to: study behaviours conducive to lasting relationships between two different sectors (higher education and cultural industry); understand the antecedents of relationship quality; confirm relationship quality dimensions; and compare the hypothesized relationships from the customer's perspective [-]
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Marketing Intelligence & Planning (2013) vol. 31, no 3Rights
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