Refining value-based differentiation in business relationships: A study of the higher order relationship building blocks that influence behavioural intentions |
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Authors: | David Hutchinson [Author Vitae] William J Wellington [Author Vitae] Mohammed Saad [Author Vitae] Phillip Cox [Author Vitae] |
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Institution: | a Odette School of Business, University of Windsor, Windsor, Ontario, Canada N9B 3P4b Department of Strategy and Operations Management, University of the West of England, Bristol, UK, BS16 1QYc Cox & Partners, University of the West of England, Bristol, England |
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Abstract: | Research on the behavioural intentions (BI) of business-to-business customers has focused on the influence and the interactions among constructs driving BI, giving rise to two perspectives for the structural equation modeling of constructs influencing BI. In the first perspective, BI is impacted directly by relationship quality (RQ) and its antecedents such as relationship benefits (RB) and relationship sacrifices (RS). The second perspective suggests that antecedent dimensions of RB and RS may act indirectly through the construct of relationship value (RV), which drives RQ but also directly influences BI. The current study was undertaken to resolve the differences between these two perspectives. The findings indicate that RQ has a strong direct influence on BI while RV has a weak direct influence but a significant indirect influence on BI through the RQ construct. In addition, the constructs of RB and RS influence RQ directly, as well as through the RV construct. |
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Keywords: | Relationship marketing Behavioural intentions Relationship quality Relationship value Customer satisfaction Trust |
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