Purpose: To determine whether the relationship marketing mediators of commitment trust, and satisfaction come together to comprise a global measure of relationship quality and to test if the overall measure of relationship quality is related to specific outcome measures. Originality: Similar studies have examined this type of measure in an overall relationship marketing context but this approach is less informative as it cannot consider variables that are specific to a particular type of exchange context. This measure has not previously been examined in a specific exchange context. This study will explore this type of measurement specifically in a membership association context where the type of exchange and the large number of members has a unique influence on the type and strength of the relationship. Key literature / theoretical perspective: Relationship marketing antecedents and behaviours are mediated by specific mediating variables that are well researched but not agreed upon. An alternative approach is to suggest that a combination of such mediators, as a global measure of relationship quality is a more informative measure. Design/methodology/approach: Self administered mail questionnaire analysed predominantly using structural equation modeling. Findings: Relationship quality can be measured as a second order construct consisting of trust, satisfaction and commitment. Relationship quality has significant strong relationships with word of mouth and retention and a weak significant relationship with performance. Research limitations/implications: This needs to be measured with antecedents to the relationship to explore the entire RM conceptualisation. Practical and Social implications: Results allow management to have a deeper understanding of how to generate strong relationships with members and the benefits to expect when doing so. Can subsequently develop and target specific RM strategies at achieving these goals.
|Number of pages||2|
|Journal||Expo 2010 Higher Degree Research : book of abstracts|
|Publication status||Published - 2010|
|Event||Higher Degree Research Expo (6th : 2010) - Sydney|
Duration: 19 Nov 2010 → 19 Nov 2010
- relationship marketing
- relationship quality