An exploration of a metaconstruct of relationship quality

Beatson, Amanda T., Lings, Ian, Rudd, John, Souchon, Anne, & Cadogan, John (2005) An exploration of a metaconstruct of relationship quality. In Proceeding of the 5th Academy of Marketing Biennial Conference, 5-7 July 2005, Dublin Institute of Technology, Dublin.

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This paper examines the effect of service orientation on a metaconstruct of relationship quality comprising of three dimensions; satisfac tion, trust and commitment, within the travel industry. The impact of these three dimensions on consumer behaviour is also explored, specifically consumer advocacy, switching costs and consumer activism. A sample of leisure and business travellers on a cross sea ferry were surveyed using a consumer intercept methodology. We find that service orientation is particularly important for relationship satisfaction and trust, which are in turn important for positive behavioural intentions (satisfaction), and for reducing consumer activism (satisfaction and trust). Relationship commitment was found to be important for both of these and also for reducing perceived switching costs. The implications of these findings for service managers and academics are discussed and directions fo rfuture research presented.

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ID Code: 21120
Item Type: Conference Paper
Refereed: Yes
Keywords: Services, Relationship Quality, Trust, Satisfaction, Commitment, Service Orientation, Future Intentions
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 [please consult the authors]
Deposited On: 12 Jun 2009 03:12
Last Modified: 29 Feb 2012 13:13

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