The outcome of company and account manager relationship quality on loyalty, relationship value and performance |
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| Authors: | Thomas Brashear Alejandro Daniela Vilaca Souza |
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| Institution: | a Eugene M. Isenberg School of Management, University of Massachusetts Amherst, 121 Presidents Drive, Amherst, MA 01003, United Statesb Fundação Dom Cabral, Av. Princesa Diana, 760, Brazil-34.000-000c Professional Selling and Sales Leadership Program, J. Mack Robinson College of Business, Georgia State University, 35 Broad Street, Atlanta, GA 30303, United Statesd Fundação Dom Cabral, Av. Princesa Diana, 760, Brazil-34.000-000e Federal University of Minas Gerais, (UFMG/CEPEAD), Rua Bogotá 383 apt 302, Belo Horizonte, MG, Brazil-30460-430 |
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| Abstract: | This study explores the effects of perceived relationship quality of the company and account managers with customers. It examines the effects of both types of relationship quality on relationship outcomes including: loyalty, relationship value, and performance. Consistency and relationship-specific investments are tested as mediating constructs between relationship quality and relationship outcomes. The model was tested in the automotive parts industry in Brazil. Findings indicate that relationship quality with account managers is directly related to loyalty and perceptions of relationship value. However, relationship quality with the firm is related to loyalty indirectly, through relationship-specific investment. Further, perceptions of consistency do not mediate the linkage between relationship quality with the company and account managers and specific investments. Theoretical and managerial implications of the findings are presented. |
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| Keywords: | Relationship quality Relationship value Loyalty Brazil |
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