The Influence of Perceived Service Quality on Relationship Marketing Orientations and Customers’ Buying Behavior in B2C Relationship from the Customer Perspective

Proceedings of International Conference on Economics and Finance Research (ICEFR), pp. 217-221, 2011

5 Pages Posted: 12 Feb 2012 Last revised: 17 Feb 2012

See all articles by Anahita Bagherzad Halimi

Anahita Bagherzad Halimi

Padova University

Alireza Chavosh

University of California, Berkeley - Coleman Fung Institute for Engineering Leadership

Sahar Hosseinikhah Choshalyc

affiliation not provided to SSRN

Mehrdad Salehi

affiliation not provided to SSRN

Zahra Pourabedine

Independent

Date Written: February 26, 2011

Abstract

Relationship marketing develops marketing productivity and builds up mutual values for customers and sellers by creating effective and long-lasting relationships. Considering factors that help to maintain such relationships can provide advantages for both parties. This study evaluates the impact of customer’s perceived service quality on relationship commitment, relationship satisfaction and trust as relationship marketing orientations and then examines the influence of these dimensions on customers’ buying behavior in a B2C relationship from the customer perspective in insurance industry. In order to conduct this study, a model is provided and empirically tested. Consequently, primary data has been collected by a properly designed questionnaire which was distributed among health insurance customers from three different hospitals in Malaysia and the secondary data has been collected through online data base such as Ebsco, Science Direct and Emerald. Afterward, SPSS (17.0) tool has been used and correlation and regression analysis determined the relationship between the model’s variables. Finally, results showed significant relationships between customers’ perceived service quality as independent variable and relationship satisfaction and trust as dependent variables. On the other hand, the relationship between customers’ perceived service quality and relationship commitment is not supported in this study. Meanwhile, based on the results, there is significant relationship between relationship commitment, relationship satisfaction and trust and the customers buying behavior in a B2C relationship.

Keywords: relationship marketing, relationship commitment, relationship satisfaction, trust, perceived service quality, customers’ buying behavior

Suggested Citation

Halimi, Anahita Bagherzad and Chavosh, Alireza and Choshalyc, Sahar Hosseinikhah and Salehi, Mehrdad and Pourabedine, Zahra, The Influence of Perceived Service Quality on Relationship Marketing Orientations and Customers’ Buying Behavior in B2C Relationship from the Customer Perspective (February 26, 2011). Proceedings of International Conference on Economics and Finance Research (ICEFR), pp. 217-221, 2011, Available at SSRN: https://ssrn.com/abstract=2003570

Anahita Bagherzad Halimi

Padova University ( email )

Via Del santo
Padova, PA Veneto 35131
Italy

Alireza Chavosh (Contact Author)

University of California, Berkeley - Coleman Fung Institute for Engineering Leadership ( email )

130 Blum Hall #5580
Berkeley, CA 94720-5580
United States

Sahar Hosseinikhah Choshalyc

affiliation not provided to SSRN ( email )

Mehrdad Salehi

affiliation not provided to SSRN ( email )

Zahra Pourabedine

Independent ( email )

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
349
Abstract Views
1,860
Rank
157,292
PlumX Metrics