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The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior
De Cannière, Marie De Pelsmacker, Patrick Geuens, Maggie
De Cannière, Marie
De Pelsmacker, Patrick
Geuens, Maggie
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Publication Type
Working paper
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Supervisor
Publication Year
2006
Journal
Book
Publication Volume
Publication Issue
16
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Publication End page
Publication NUmber of pages
20
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Abstract
We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts the attitudes-intentions as well as the intentions-behavior relationship. The opposite signs of the effects may explain disappointing results when relationship quality is used to boost behavioral loyalty.
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Keywords
Consumer Behaviour