Antecedents and Consequences of Relationship Quality in B2B Markets: A Case Study on a Manufacturing Company

Antecedents and Consequences of Relationship Quality in B2B Markets: A Case Study on a Manufacturing Company

Eman Mohamed Abd-El-Salam (Arab Academy for Science and Technology and Maritime Transport, College of Management and Technology, Alexandria, Egypt)
DOI: 10.4018/IJCRMM.2015010103

Abstract

The purpose of this paper is to examine how service quality, relationship value, relationship quality and customer loyalty play a vital role in the Egyptian business to business market-and to test it empirically in agricultural business customers of chemical manufacturer with respect to their main supplier. The findings of this study show significant positive relationships among the variables under investigation. An international manufacturing company can manage its buyer-seller relationships to gain the trust, commitment, satisfaction, and loyalty of its business customers by offering high service quality. When the goal is to improve corporate marketing performance and increase business with an existing customer, managers should focus on the role of value as a key building block in their relationships. Relationship quality (satisfaction, trust and commitment) appears to be an important antecedent in establishing a sustainable business relationship. The paper adds to the understanding of business relationships in the Egyptian context by studying customer satisfaction, customer loyalty, customer trust, and customer commitment from the perspective of relationship-value-based dimensions. This approach emphasizes the pivotal role of relationship value as well as relationship quality, which has not been studied before in Egyptian business to business relationship markets.
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2. Relationship Value

Value is the key building block of relationship marketing (Holmlund and Kock, 1996; Ulaga and Eggert, 2005; Cater and Cater, 2009 b) and relationship-based strategies in building a firm’s competitive advantage (Morgan and Hunt, 1994). Furthermore, Holbrook (1994:22) stated that “Value has usually been the fundamental basis for all marketing activity”. The concept of value is polysemous (Zeithaml et al., 1996; Monroe, 1990; Gallarza and Gil, 2006; Ulaga and Eggert, 2006 a, b).

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