Relationship Quality as Predictor of B2B Customer Loyalty
Shaimaa S. B. Ahmed Doma
Relationship marketing has become extremely important recently due to the fierce competition in
today’s marketplace. Companies are required to build long-term profitable relationship with customers
and to achieve customer loyalty. Also, switching behaviors frequently occur among most of targeted
customers. Fewer studies, however, discuss the effects of relationship quality efforts on customer
loyalty. Therefore, this study is aimed to investigate the impact of relationship quality on customer
loyalty in B2B context in the Egyptian shipping services sector. Building on prior research, we propose
relationship quality as a higher construct comprising trust, commitment and satisfaction. An analytical
model is developed as a guideline to test the relationships between relationship quality dimensions and
customer loyalty. Full Text
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