Abstract
This study examines 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 outcome measures of expectation of continuity, seller performance and positive word-of-mouth. Results suggest that relationship quality can be measured as a second order latent variable which has a strong influence on the expectation of continuity and positive word of mouth as well as a weaker influence on seller performance.
Original language | English |
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Title of host publication | ANZMAC 2010 |
Subtitle of host publication | proceedings : doing more with less |
Editors | Paul Ballantine, Jörg Finsterwalder |
Place of Publication | Christchurch, New Zealand |
Publisher | University of Canterbury |
Number of pages | 8 |
ISBN (Print) | 9780473178208 |
Publication status | Published - 2010 |
Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2010) |
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City | Christchurch, New Zealand |
Period | 29/11/10 → 1/12/10 |