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Relationship quality as a strategic tool in today’s turbulent business world

Abdullah, Haim Hilman and Abd Ghani, Noor Hasmini and Hanaysha, Jalal R. M. (2013) Relationship quality as a strategic tool in today’s turbulent business world. Australian Journal of Basic and Applied Sciences, 7 (14). pp. 478-487. ISSN 1991-8178

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Background: Creating and maintaining long term relationships with customers is considered as a source of competitive advantage nowadays.Relationship quality is one of the important concepts in relationship marketing.Previous scholars have given numerous conceptualizations of relationship quality and there has been a healthy debate on its dimensions.Past research has stressed the importance of relationship quality and highlighted its role to build customer loyalty particularly in the service sector. Objectives:This paper aims to review the literature on relationship quality enriched with the findings and insights about the antecedents and consequences of relationship quality.Conclusion:Relationship quality has gained a significant position as a leading focus point in theory as well as practice. Successful organizations use relationship quality as a strategic tool to compete against their rivals in today’s turbulent business environments.Therefore, future research should focus more on understanding this variable and examining the effect of this variable as a contemporary strategic tool.

Item Type: Article
Uncontrolled Keywords: Literature review, relationship quality
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Prof. Dr. Haim Hilman Abdullah
Date Deposited: 27 Oct 2014 01:25
Last Modified: 14 Apr 2016 04:47

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