Relationship quality as a strategic tool in today’s turbulent business world

• Main Authors: Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini, Hanaysha, Jalal R. M.
• Format: Article
• Language: English
• Published: INSInet Publications 2013
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/12456/1/478-487.pdf; http://repo.uum.edu.my/12456/; http://www.ajbasweb.com/index.php
• Institution: Universiti Utara Malaysia

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.