covid
Buscar en
Cuadernos de Economía y Dirección de la Empresa CEDE
Toda la web
Inicio Cuadernos de Economía y Dirección de la Empresa CEDE La calidad de la relación: un concepto emergente. El caso de un establecimiento...
Información de la revista
Vol. 11. Núm. 37.
Páginas 97-121 (diciembre 2008)
Compartir
Compartir
Descargar PDF
Más opciones de artículo
Vol. 11. Núm. 37.
Páginas 97-121 (diciembre 2008)
Open Access
La calidad de la relación: un concepto emergente. El caso de un establecimiento comercial
Relationship Quality: An Emerging Concept. The Case of an Establishment
Visitas
6637
Miguel A. Moliner
, Javier Sánchez**, Luis Callarisa***, Rosa M. Rodríguez****
* Catedrático de Universidad. Universitat Jaume I (Castellón), Departamento de Administración de Empresas y Marketing. Universitat Jaume I, Campus del Riu Sec, 12071 Castellón. Tlf. 964728550/8554; Fax 964728629
** Titular de Universidad. Universitat Jaume I (Castellón).Departamento de Administración de Empresas y Marketing. Universitat Jaume I, Campus del Riu Sec, 12071 Castellón. Tlf. 964728550/8554; Fax 964728629
*** Profesor Contratado Doctor. Universitat Jaume I (Castellón).Departamento de Administración de Empresas y Marketing. Universitat Jaume I, Campus del Riu Sec, 12071 Castellón. Tlf. 964728550/8554; Fax 964728629
**** Profesor Colaborador. Universitat Jaume I (Castellón).Departamento de Administración de Empresas y Marketing. Universitat Jaume I, Campus del Riu Sec, 12071 Castellón. Tlf. 964728550/8554; Fax 964728629
Este artículo ha recibido

Under a Creative Commons license
Información del artículo
Resumen

El marketing de relaciones está muy preocupado por mantener relaciones estables y duraderas con los clientes. La calidad de la relación es un concepto emergente que intenta medir el valor de un cliente a lo largo del tiempo. La revisión de la literatura desvela que los indicadores que determinan el constructo son la satisfacción con la relación, la confianza del cliente y el nivel de compromiso del comprador. Tras identificar el constructo como formativo, se plantean las relaciones entre las variables del modelo. Los resultados muestran que la satisfacción es el principal determinante de la confianza y del compromiso afectivo. La confianza es el único antecedente directo del compromiso cognitivo.

Palabras clave:
Calidad de la relación
Satisfacción
Confianza
Compromiso
Abstract

Relationship marketing bothers about maintaining stable and durable relationships with the customers.

The relationship quality is an emergent concept that tries to measure the value of a customer throughout the time. The literature review reveals that the indicators which determine that construct are the satisfaction with the relationship, the customer confidence and the level of the buyer commitment. After identifying this construct as formative, the causal model is proposed.

Results show that satisfaction is the principal determinant of confidence and affective commitment. And confidence is the only direct antecedent of cognitive commitment.

Keywords:
Relationship quality
Satisfaction
Confidence
Commitment
El Texto completo está disponible en PDF
Referencias bibliográficas
[Allen and Meyer, 1990]
N.J. Allen, J.P. Meyer.
The Measurement an Antecedents of Affective, Continuance and Normative Commitment on The Organization.
Journal of Occupational Psychology, 63 (1990), pp. 1-18
[Anderson and Srinivasan, 2003]
R.E. Anderson, S.S. Srinivasan.
E-Satisfaction and E-Loyalty: a Contingency Framework.
Psychology and Marketing, 20 (2003), pp. 123-138
[Andreassen, 2001]
T. Andreassen.
From disgust to delight.
Journal of Service Research, 4 (2001), pp. 39-49
[Bagozzi, 1984]
R.P. Bagozzi.
A prospectus for theory construction in marketing.
Journal of Marketing, 48 (1984), pp. 11-29
[Baker et al., 1999]
Th.L. Baker, P.M. Simpson, J.A. Siguaw.
The Impact of Suppliers Perceptions of Reseller Market Orientation on Key Relationship Constructs.
Journal of the Academy of Marketing Science, 27 (1999), pp. 50-57
[Bejou et al., 1996]
D. Bejou, B. Wray, T.N. Ingram.
Determinants of relationship quality: an artificial neural network analysis.
Journal of Business Research, 36 (1996), pp. 137-143
[Belsley, 1991]
D.A. Belsley.
Conditioning Diagnostics: Collinearity and Weak Data in Regression.
John Wiley & Sons, (1991),
[Bendapudi and Berry, 1997]
N. Bendapudi, L.L. Berry.
Customers’motivations for maintaining relationships with service providers.
Journal of Retailing, 73 (1997), pp. 15-37
[Berry, 1995]
L.L. Berry.
Relationship Marketing of Services-Growing Interest, Emerging Perspectives.
Journal of the Academy of Marketing Science, 23 (1995), pp. 236-245
[Bitner, 1995]
M.J. Bitner.
Building Service Relationships: It's All about Promises.
Journal of the Academy of Marketing Science, 23 (1995), pp. 246-251
[Bloemer and Odekerken-Schroder, 2002]
J. Bloemer, G. Odekerken-Schroder.
Store Satisfaction and Store Loyalty Explained by Customer –and Store-Related Factors.
Journal of Customer Satisfaction, Dissatisfaction and Complaining Behavior, 15 (2002), pp. 68-80
[Bordonada and Polo, 2006]
V. Bordonada, Y. Polo.
Marketing de relaciones en los canales de distribución: un análisis empírico.
Cuadernos de Economía y Dirección de la Empresa, 29 (2006), pp. 5-30
[Buttle and Burton, 2002]
F. Buttle, J. Burton.
Does service failure influence customer loyalty?.
Journal of Consumer Behavior, 1 (2002), pp. 217-227
[Casado and Más, 2001]
B. Casado, F. Más.
El retraso del servicio en el ámbito de las percepciones del consumidor.
XIII Encuentro de Profesores Universitarios de Marketing, (2001), pp. 39-52
[Chaudhuri and Holbrook, 2001]
A. Chaudhuri, M. Holbrook.
The chain of effects from brand trust and brand effect to brand performance.
Journal of Marketing, 65 (2001), pp. 81-93
[Chin, 1998]
W.W. Chin.
Issues and Opinion on Structural Equation Modeling.
MIS Quarterly, vol.22 (1998), pp. vii-xvi
[Cronin et al., 2000]
J. Cronin Jr., M. Brady, T. Hult.
Assessing the Effects of Quality, Value, and Customer Satisfaction on consumer Behavioral Intentions in Service Environments.
Journal of Retailing, 76 (2000), pp. 193-218
[Crosby et al., 1990]
L.A. Crosby, K.R. Evans, D. Cowles.
Relationship Quality in Services Selling: An Interpersonal Influence Perspective.
Journal of Marketing, 54 (1990), pp. 68-81
[Czepiel, 1990]
J.A. Czepiel.
Service Encounters and Service Relationships: Implications for Research.
Journal of Business Research, 20 (1990), pp. 13-21
[Delgado-Ballester and Munuera-Alemán, 2001]
E. Delgado-Ballester, J.L. Munuera-Alemán.
Brand Trust in the Context of Consumer Loyalty.
European Journal of Marketing, 35 (2001), pp. 1238-1258
[Diamantopoulos and Winklohofer, 2001]
A. Diamantopoulos, H.M. Winklohofer.
Index construction with formative indicators: An alternative to scale development.
Journal of Marketing Research, 38 (2001), pp. 269-277
[Doney and Cannon, 1997]
P.M. Doney, J.P. Cannon.
An Examination of the Nature of Trust in Buyer-Seller Relationships.
Journal of Marketing, 61 (1997), pp. 35-51
[Dorsch et al., 1998]
M.J. Dorsch, S.R. Swanson, S.W. Kelley.
The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers.
Journal of The Academy of Marketing Science, 26 (1998), pp. 128-142
[Dwyer et al., 1987]
F.R. Dwyer, P.H. Schürr, S. Oh.
Developing Buyer-Seller Relationship.
Journal of Marketing, 51 (1987), pp. 11-27
[Eiriz and Wilson, 2006]
V. Eiriz, D. Wilson.
Research in relationship marketing: antecedents, traditions and integration.
European Journal of Marketing, 40 (2006), pp. 275-291
[Flavián and Guinalíu, 2006]
C. Flavián, M. Guinalíu.
La confianza y el compromiso en las relaciones a través de internet: dos pilares básicos del marketing.
Cuadernos de Economía y Dirección de la Empresa, 29 (2006), pp. 133-160
[Ganesan, 1994]
S. Ganesan.
Determinants of Long-Term Orientation in Buyer-Seller Orientation in Buyer-Seller Relationships.
Journal of Marketing, 58 (1994), pp. 1-19
[Ganesan and Hess, 1997]
S. Ganesan, R. Hess.
Dimensions and Levels of Trust: Implications for Commitment to a Relationship.
Marketing Letters, 8 (1997), pp. 439-448
[Garbarino and Johnson, 1999]
E. Garbarino, M.K. Johnson.
The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships.
Journal of Marketing, 63 (1999), pp. 70-87
[Geyskens and Steenkamp, 1995]
I. Geyskens, J.B. Steenkamp.
An Investigation into the Joint Effects of Trust and Interdependence on Relationship Commitment.
24th Annual EMAC Conference Proceedings, pp. 351-371
[Geyskens et al., 1996]
I. Geyskens, J.B. Steenkamp, L. Scheer, N. Kumar.
A Effects of Trust and Interdependence on Relationship Commitment.
International Journal of Research in Marketing, 51 (1996), pp. 303-318
[Geyskens et al., 1999]
I. Geyskens, J.B. Steenkamp, N. Kumar.
A Meta-Analysis of satisfaction in marketing channels relationships.
Journal of Marketing Research, 36 (1999), pp. 223-238
[Grönroos, 1990]
C. Grönroos.
Service Management and Marketing. Managing the Moments of Truth in Service Competition.
Lexington Books y MacMillan, Inc., (1990),
[Gummesson, 1987]
E. Gummesson.
The New Marketing-Developing Long-Term Interactive Relationships.
Long Range Planning, 20 (1987), pp. 10-20
[Gundlach et al., 1995]
G.T. Gundlach, R.S. Achrol, J.T. Mentzer.
The Structure of Commitment in Exchange.
Journal of Marketing, 59 (1995), pp. 78-92
[Hennig-Thurau et al., 2002]
Th. Hennig-Thurau, K.P. Gwinner, D.D. Gremler.
A Integration of Relational Benefits and Relationship Quality.
Journal of Service Research, 4 (2002), pp. 230-247
[Hennig-Thurau et al., 1997]
Th. Hennig-Thurau, A.U. Klee.
The Impact of Customer Satisfaction and Relationship Quality on Customer Retention: ACritical Reassessment and Model Development.
Psychology & Marketing, 14 (1997), pp. 737-765
[Hewett et al., 2002]
K. Hewett, R.B. Money, S. Sharma.
An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships.
Journal of the Academy of Marketing Science, 30 (2002), pp. 229-239
[Hibbard et al., 2001]
J.D. Hibbard, N. Kumar, L.M. Stern.
Examining the impact of destructive acts in marketing channel relationships.
Journal of Marketing Research, XXXVIII (2001), pp. 45-61
[Hunt, 1977]
S.D. Hunt.
The Three Dichotomies Model of Marketing: An Elaboration of Issues.
Macromarketing: Distribute Processes From A Societal Perspective, pp. 52-56
[Jarvis et al., 2003]
C.B. Jarvis, S.B. Mackenzie, P.M. Podsakoff.
A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research.
Journal of Consumer Research, 30 (2003), pp. 199-277
[Kanter, 1968]
R.M. Kanter.
Commitment and social organization: a study of commitment mechanisms in utopian communities.
American Sociological Review, 33 (1968), pp. 499-517
[Konovsky and Cropanzano, 1991]
M.A. Konovsky, R. Cropanzano.
Perceived Fairness of Employee Drug Testing as a Predictor of Employee Attitudes and Job Performance.
Journal of Applied Psychology, 76 (1991), pp. 689-707
[Kramer, 1999]
R.M. Kramer.
Trust and Distrust in Organizations: Emerging Perspectives, Enduring Questions.
Annual Review of Psychology, 50 (1999), pp. 569-598
[Kumar et al., 1995]
N. Kumar, L.K. Scheer, J.-B.E.M. Steenkamp.
The Effects of Perceived Interdependence on Dealer Attitudes.
Journal of Marketing Research, 32 (1995), pp. 348-356
[Lages et al., 2005]
C. Lages, C.R. Lages, L.F. Lages.
The RELQUAL scale: a measure of relationship quality in export market ventures.
Journal of Business Research, 58 (2005), pp. 1040-1048
[Levesque and McDougall, 2000]
T. Levesque, G. McDougall.
Service problems and recovery strategies: an experiment.
Canadian Journal of Administrative Sciences, 17 (2000), pp. 20-37
[Liljander and Strandvik, 1995]
V. Liljander, T. Strandvik.
The nature of customer relationship on services.
pp. 141-167
[MacCallum and Browne, 1993]
R.C. MacCallum, M.W. Browne.
The Use of Causal Indicators in Covariance Structure Models: Some Practical Issues.
Psychological Bulletin, 114 (1993), pp. 533-541
[Mattila, 2004]
A.A. Mattila.
The impact of service failures on customer loyalty. The moderating role of affective commitment.
International Journal of Service Industry Management, 15 (2004), pp. 134-149
[McCollough et al., 2000]
M. McCollough, L. Berry, M. Yadav.
An empirical investigation of customer satisfaction after service failure and recovery.
Journal of Service Research, 2 (2000), pp. 121-137
[Moliner and Callarisa, 1997]
M.A. Moliner, L.J. Callarisa.
El marketing Relacional o la Superación del Paradigma Transaccional.
Revista Europea de Dirección y Economía de la Empresa, 6 (1997), pp. 67-80
[Moorman et al., 1992]
C. Moorman, G. Zaltman, R. Deshpande.
Relationships between Providers and Users of Market Research.
Journal of Marketing Research, 29 (1992), pp. 314-328
[Moorman et al., 1993]
C. Moorman, R. Deshpandé, G. Zaltman.
Factors Affecting Trust in Market Research Relationships.
Journal of Marketing, 57 (1993), pp. 81-101
[Morgan and Hunt, 1994]
R.M. Morgan, S.D. Hunt.
The Commitment-Trust Theory of Relationship Marketing.
Journal of Marketing, 58 (1994), pp. 20-38
[Oliver, 1981]
R.L. Oliver.
Measurement and Evaluation of Satisfaction Processes in Retail Setting.
Journal of Retailing, 57 (1981), pp. 25-48
[Oliver, 1997]
R.L. Oliver.
Satisfaction: A Behavioral Perspective on the Customer.
McGraw-Hill, (1997),
[Oliver, 1999]
R.L. Oliver.
Whence consumer Loyalty?.
Journal of Marketing, 63 (1999), pp. 33-45
[Palmer and Bejou, 1994]
A. Palmer, D. Bejou.
Buyer-Seller Relationships: A Conceptual Model and Empirical Investigation.
Journal of Marketing Management, 10 (1994), pp. 495-512
[Ravald and Grönroos, 1996]
A. Ravald, C. Grönroos.
The Value Concept and Relationship Marketing.
European Journal of Marketing, 30 (1996), pp. 19-30
[Roberts et al., 2003]
K. Roberts, S. Varki, R. Brodie.
Measuring the quality of relationships in consumer services: an empirical study.
European Journal of Marketing, 37 (2003), pp. 169-196
[Rotter, 1967]
J.B. Rotter.
A New Scale for the Measurement of Interpersonal Trust.
Journal of Personality, 35 (1967), pp. 651-665
[Rusbult, 1980]
C.E. Rusbult.
Commitment and Satisfaction in Romantic Associations: ATest of the Investiment Model.
Journal of Experimental Social Psychology, 16 (1980), pp. 172-186
[Rusbult, 1983]
C.E. Rusbult.
A Longitudinal Test of the Investment Model: The Development (and Deterioration) of Satisfaction and Commitment in Heterosexual Involvements.
Journal of Personality and Social Psychology, 45 (1983), pp. 101-117
[San Martín et al., 2006]
S. San Martín, M.C. Camarero, J. Rodríguez.
El papel moderador del tipo de consumidor en el proceso de generación de compromiso.
Cuadernos de Economía y Dirección de la Empresa, 28 (2006), pp. 113-138
[Siguaw et al., 1998]
J. Siguaw, P. Simpson, T. Baker.
Effects of supplier market orientation on distributor market orientation and the channel relationship: the distributor perspective.
Journal of Marketing, 62 (1998), pp. 99-111
[Singh and Sirdeshmukh, 2000]
J. Singh, D. Sirdeshmukh.
Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements.
Journal of the Academy of Marketing Science, 28 (2000), pp. 150-167
[Sirdeshmukh et al., 2002]
D. Sirdeshmukh, J. Singh, B. Sabol.
Consumer trust, value and loyalty in relational exchanges.
Journal of the Academy of Marketing Science, 28 (2002), pp. 150-167
[Smith, 1998]
J.B. Smith.
Buyer-Seller Realtionships: Similarity, Relationship Management, and Quality.
Psychology & Marketing, 15 (1998), pp. 3-21
[Storbacka et al., 1994]
K. Storbacka, T. Strandvik, C. Grönroos.
Managing customer relationships for profit: the dynamics of relationship quality.
International Journal of Service Industry Management, 5 (1994), pp. 21-38
[Suárez et al., 2005]
L. Suárez, R. Vázquez, A.M. Díaz.
Antecedentes y consecuencias del capital relacional: una aplicación a las agencias de viajes minoristas.
Revista Española de Investigación de Marketing ESIC, 16 (2005), pp. 77-110
[Suárez et al., 2006]
L. Suárez, R. Vázquez, A.M. Díaz.
Factores determinantes de las relaciones estables entre una agencia de viajes y diversos tipos de clientes: consecuencias sobre el comportamiento.
Cuadernos de Economía y Dirección de la Empresa, 29 (2006), pp. 193-228
[Ulaga and Eggert, 2006]
W. Ulaga, A. Eggert.
Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships.
European Journal of Marketing, 40 (2006), pp. 311-327
[Wetzels et al., 1998]
M. Wetzels, K. De Ruyter, M. Van Birgelen.
Marketing Service Relationships: The Role of Commitment.
Journal of Business & Industrial Marketing, 13 (1998), pp. 406-423
[Young, 1997]
L. Young, S. Denize.
Towards Measuring Commitment in Business Service Relationships.
Working Paper, School of Marketing, University of Technology, (1997),
Copyright © 2008. ACEDE
Opciones de artículo
es en pt

¿Es usted profesional sanitario apto para prescribir o dispensar medicamentos?

Are you a health professional able to prescribe or dispense drugs?

Você é um profissional de saúde habilitado a prescrever ou dispensar medicamentos