The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior

M.H. De Cannière, P. De Pelsmacker and Maggie Geuens

Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School

Abstract: We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts the attitudes-intentions as well as the intentions-behavior relationship. The opposite signs of the effects may explain disappointing results when relationship quality is used to boost behavioral loyalty.

Pages: 20 pages
Date: 2006-06-05
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Working Paper: The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior (2006)
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