Perceived relationship quality and post‐purchase perceived value: An integrative framework

Abstract

Purpose: The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality, and their links with one another and with the perceived value of a purchase. Design/methodology/approach: Three cities were chosen, in different regions of Spain, and of different sizes. A total of 402 valid interviews were carried out in two industries: tile manufacturing and tourism. The selection procedure was random. Findings: The results show that the consumer's satisfaction is the main basis for perceived relationship quality. The paper likewise verifies the importance of transaction‐level evaluations for perceived relationship quality. The automatic affective reactions generated in the consumer in the first moments, and the social impact of the purchase, are aspects that determine perceived relationship quality. The paper also looks at the importance of considering commitment as an attitude. Research limitations/implications: The intention to repurchase should be incorporated, together with the social norms identified, in the model of Fishbein and Ajzen. Practical implications: To gain a customer's loyalty it is necessary to achieve his/her satisfaction. A supplier must pay attention to customers' trust and commitment throughout all transactions. Suppliers must take care of the quality of their products and the attention given by the contact personnel, paying special attention to certain emotional aspects relating to customers' enjoyment of the product and to their stay in the sales outlet during the process of deciding to purchase. Originality/value: The paper clarifies two new concepts, perceived value and the quality of the relationship, and empirically verifies the causal relationship between them, in two different industries.