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An Estimation of the Influence of Relational Factors on Loyalty

Author

Listed:
  • Petruºcã Claudia Ioana

    (“Al.I.Cuza” University, FEAA, Iaºi)

Abstract

The main objective of relationship marketing is to establish and maintain long-term relationships that translate into customer loyalty. Following the above introduction of describing the significance of customer loyalty, this article discusses the conceptualisation of relational determinants of loyalty within the three common approaches used in the loyalty literature, for business to business market. This represents the theoretical framework that is the basis for formulating the research hypotheses that emphasize the connections between relational determinants of loyalty. This discussion is then followed by an empirical test of a model of business loyalty on a sample of 60 clients of accounting firms.

Suggested Citation

  • Petruºcã Claudia Ioana, 2012. "An Estimation of the Influence of Relational Factors on Loyalty," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1080-1085, May.
    • Handle: RePEc:ovi:oviste:v:xii:y:2012:i:12:p:1080-1085
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    More about this item

    Keywords

    loyalty; business to business; service quality; Relationship marketing; Trust;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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