TITLE:
The Roles of Relationships and Service Quality as Drivers of Customer Loyalty: An Empirical Study
AUTHORS:
Osman Mohamed Ali
KEYWORDS:
Service Quality, Relationship Quality, Customer Loyalty, Social Exchange Theory, Business-to-Business
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.8 No.4,
April
2,
2020
ABSTRACT: This
study empirically examines 270 B2B firms based in Guangdong province, China, in
an attempt to increase understanding of the interplays between service quality,
relationship quality and customer loyalty from a social exchange theory
viewpoint. The study reveals that service quality is positively related to
relationship quality, relationship quality is positively related to customer
loyalty, and service quality is positively related to customer loyalty. At the
same time, relationship quality partially mediates the relationship between
service quality and customer loyalty. The study offers useful insights to
practitioners on how to cultivate better relationships with collaborators
through offering better services which in turn help them retain customers.