B2B거래 관계에서 관계품질의 구성요인과 관계지속성과 추천의도에 미치는 영향에 관한 연구

Abstract

This paper focuses on the construct of relationship quality and the influence of relationship quality on relationship persistence, willingness to recommend. In this paper, we first conceptualize relationship quality from buyer-based perspective . Second, we introduce relationship persistence and willingness to recommend as consequences of relationship quality. A research model is examined with data collected from 267 firms in Gumi. The results indicate that relationship quality can be defined as a construct of trust, satisfaction, coadaptation, communication, and relationship quality has a significant positive impact on relationship persistence, willingness to recommend.