A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain

Carlos Ferro-Soto, Carmen Padín Fabeiro, Isolde Lubbe, Göran Svensson and Nils M. Høgevold

International Journal of Business Excellence, 2026, vol. 38, issue 1, 40-76

Abstract: The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.

Keywords: relationship marketing theory; salespeople; relationship quality; META-RELQUAL; social exchange theory; SET; transaction cost analysis; TCA; business to business partnerships; Spain. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:38:y:2026:i:1:p:40-76

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