Integrating Relationship Marketing Activities with Offering Quality in the Supplier's Relational Marketing Program

Abstract

Drawing on the existing literature of relationship marketing, an integrated framework of market response to a supplier's relational building activities has been constructed. The model integrates offering quality with the supplier's other relationship building activities in creating customer's satisfaction, bonds, trust and commitment. Because these constructs, measured in attitudinal scales, are antecedents of customer choice, they could be used as intermediate goals that guide the supplier's relational marketing plan.

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