Cross-Cultural Examination of Relationship Quality

ABSTRACT

This study of relationship quality contributes to the field of global industrial services marketing by examining relational and economic determinants and an outcome of relationship quality in a cross-cultural setting. The sample includes 202 buyers of industrial services from 42 countries. A conceptual model is proposed and tested using structural equation modeling. The study concludes that a buyer's expectation of continuity with a service provider is influenced more by relationship quality than by perceived economic value. Relationship quality, in turn, is impacted by perceived economic value, relationship bonds, and relationship investments. Results partially confirm the interpersonal predispositions of collectivist cultures. For example, buyers from collectivist cultures place significantly more emphasis on relationship investments than do buyers from individualist cultures. These findings have important implications for marketing theory and practice.