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Relationship quality in business to business: a cross-cultural perspective from universities
dc.contributor.author | Segarra-Moliner, José-Ramón | |
dc.contributor.author | Moliner, Miguel Angel | |
dc.contributor.author | Sánchez-García, Javier | |
dc.date.accessioned | 2014-07-02T10:59:14Z | |
dc.date.available | 2014-07-02T10:59:14Z | |
dc.date.issued | 2013 | |
dc.identifier.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. | ca_CA |
dc.identifier.issn | 0263-4503 | |
dc.identifier.uri | http://hdl.handle.net/10234/96895 | |
dc.description.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 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 | ca_CA |
dc.format.extent | 20 p. | ca_CA |
dc.language.iso | eng | ca_CA |
dc.publisher | Emerald | ca_CA |
dc.relation.isPartOf | Marketing Intelligence & Planning (2013) vol. 31, no 3 | ca_CA |
dc.rights | Copyright © Emerald Group Publishing Limited | ca_CA |
dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | * |
dc.subject | Business-to-business marketing | ca_CA |
dc.subject | Relationship marketing | ca_CA |
dc.subject | Relationship quality | ca_CA |
dc.subject | Service quality | ca_CA |
dc.subject | Market orientation | ca_CA |
dc.title | Relationship quality in business to business: a cross-cultural perspective from universities | ca_CA |
dc.type | info:eu-repo/semantics/article | ca_CA |
dc.identifier.doi | http://dx.doi.org/10.1108/02634501311324573 | |
dc.rights.accessRights | info:eu-repo/semantics/restrictedAccess | ca_CA |
dc.relation.publisherVersion | http://www.emeraldinsight.com/journals.htm?articleid=17087600 | ca_CA |
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