Title

Refining value-based differentiation in business relationships: A study of the higher order relationship building blocks that influence behavioural intentions

Document Type

Article

Publication Date

2011

Publication Title

Industrial Marketing Management

Volume

40

Issue

3

First Page

465

Last Page

478

DOI

10.1016/j.indmarman.2010.08.010

Keywords

Relationship marketing, Behavioural intentions, Relationship quality, Relationship value, Customer satisfaction, Trust

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.