Relationship quality as a strategic tool in today’s turbulent business world
Background: Creating and maintaining long term relationships with customers is considered as a source of competitive advantage nowadays.Relationship quality is one of the important concepts in relationship marketing.Previous scholars have given numerous conceptualizations of relationship quality a...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
INSInet Publications
2013
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/12456/1/478-487.pdf http://repo.uum.edu.my/12456/ http://www.ajbasweb.com/index.php |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Background: Creating and maintaining long term relationships with customers is considered as a source of competitive advantage nowadays.Relationship quality is one
of the important concepts in relationship marketing.Previous scholars have given
numerous conceptualizations of relationship quality and there has been a healthy debate
on its dimensions.Past research has stressed the importance of relationship quality and
highlighted its role to build customer loyalty particularly in the service sector.
Objectives:This paper aims to review the
literature on relationship quality enriched
with the findings and insights about the antecedents and consequences of relationship
quality.Conclusion:Relationship quality
has gained a significant position as a leading
focus point in theory as well as practice. Successful organizations use relationship
quality as a strategic tool to compete against their rivals in today’s turbulent business environments.Therefore, future research should focus more on understanding this variable and examining the effect of this variable as a contemporary strategic tool. |
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