Why is service quality not enough to retain clients, and customer
satisfaction not a guarantee of repeat business? This is one of the
most frequently asked questions amongst researchers and
practitioners. Several scholars and managers suggest that
relationship quality (RQ) is replacing service quality and/or
customer satisfaction as a key source of competitive advantage and
superior performance. Despite the crucial role that relationship
managers play in building business-to-business (B2B) RQ, very
little research has looked at the key constructs of B2B RQ from a
people-based approach. This study aims at contributing to a better
understanding of B2B RQ. By focusing on relational drivers, this
work responds to the lack of research on the interactive
characteristic of RQ, i.e. buyer-seller interactions primarily in a
person-to-person communication. This study suggests theoretical and
managerial guidelines regarding the social level in the governance
of business relationships, which should be particularly useful to
researchers and managers, as well as to graduate and post-graduate
students in Management and Marketing fields.
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