ijcrb.webs.

com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

The effect of demographic characteristics of passengers on

relationship quality in airline industry
Akram Hadizadeh Moghadam
Associate professor, Faculty of Management and Accounting, Shahid Beheshti University
Gholam Hosein Khorshidi
Associate professor, Faculty of Management and Accounting, Shahid Beheshti University
Akbar Alam Tabriz
Professor, Faculty of Management and Accounting, Shahid Beheshti University
Amir Mohammad Menhaj (Corresponding Author(
PH.D Candidate, Faculty of Management and Accounting, Shahid Beheshti University

Abstract
When the relationships between passengers and airlines matter, relationship quality (RQ)
is replacing service quality and/or customer satisfaction as a key source of superior
performance and competitive advantage. In spite of a growing body of research on RQ,
there continues to be a high degree of ambiguity about its nature, determinants, and
dimensions. Based on a review of the research on RQ, this paper aims to investigate the
demographics characteristics of passengers on RQ in the context of airline industry.
Statistical population was airline passengers in the area of Tehran. An analysis of
variance (ANOVA) was used for data analysis. Data was collected on passengers'
characteristics, sending a questionnaire to 500 passengers of Imam Khomeini and
Mehrabad Airports in Tehran, Iran. Finding reveals that marital status influences service
quality. Educational level has a significant impact on satisfaction, trust, and commitment.
Additionally, passengers job influenced widely satisfaction.
Keywords: Relationship quality, Demographic characteristics, Airline industry, Iran
1. Introduction
One of the basic models to explain purchase intention and/or behavior in a noncontractual customer-firm relationship is the Satisfaction-Profit Chain or Relationship
Quality Model (RQ): high levels of relationship quality result in accordingly high levels
of purchase intention and behavior (Reichheld, 1996). Many authors have used
relationship quality concepts such as trust (e.g. Morgan and Hunt, 1994), commitment
(e.g. Pritchard, Havitz, and Howard, 1999), satisfaction (e.g. Zeithaml, Berry and
Parasuraman, 1996) and service quality (Hennig-Thurau et al., 2001) as antecedents of
behavioral intention. Research does confirm the intuitive impact of these antecedents of
relationship quality on behavioral intentions (e.g., Ebner, Hu, Levitt and McCrory, 2002).
Moreover, studies show that customer characteristics moderate customer behavioral
intentions (Mittal and Kamakura 2001) and share of wallet (Cooil et al. 2007). Hence, we
hypothesize that passengers characteristics influence the dimensions of relationship
quality as actual behavior of passengers, that is, that passengers'' characteristics explain
differences in the composition of overall relationship quality. The article is organized as

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

170

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

follows. In the next section, we describe the dimensions of relationship quality in the
marketing literature that may vary with passenger characteristics. The third section
describes the empirical research setting, the data and variable measures. The fourth
section presents results of using ANOVA to test the effects passenger characteristics on
the dimensions of relationship quality. We conclude with a discussion of managerial
implications, limitations, and directions for future research.
2. Dimensions of relationship quality
The concept of relationship quality has arisen from theory and research in the
field of relationship marketing (e.g. Crosby, Evans and Cowles 1990). Although,
previous research of relationship quality (eg. Hennig-Thurau and Klee 1997; Kumar,
Sceer, Steenkamp 1995; Storbacka, Strandvik and Gronroos 1994; Walter, et al. 2003; de
Wulf, Odekerken-Schroder and Iacobucci 2001) has discussed and tested the concept of
relationship quality in various research contexts, the definition and operationalisation
of relationship quality differs from research project to research project. However,
these authors agree that the concept of relationship quality is a higher-order construct
consisting of several distinct but related components or dimensions. These
components are trust (Gronroos 1990; Hennig-Thurau and Klee, 1997; Kumar et al.,
1995; Moorman et al.1992; Wray et al. 1994), satisfaction (Crosby et al. 1990; Lagace et
al. 1991), commitment (Dorsch et al. 1998; Hennig-Thurau and Klee 1997; Kumar et
al. 1995; Moorman et al.1992) and perceived quality (Hennig-Thurau and Klee,
1997; Moorman et al.1992). Building on past research, this study proposes that
relationship quality is comprised of perceived service quality, trust, commitment and
satisfaction. The selection of these four dimensions is also based on the literature and
suitability to the context of B2C markets.
2.1. Perceived Service Quality
As a critical measure of organizational performance, service quality remains at the
forefront of both the marketing literature generally and the service marketing literature
specifically (Jensen and Markland 1996). Both practitioners and academics are keen on
accurately measuring perceived quality in order to better understand its essential
antecedents and consequences and, ultimately, methods for improving quality to achieve
competitive advantage and build customer loyalty (Palmer and Cole 1995; Zahorik and
Rust 1992). Several authors insist that the link between perceived quality and
various outcomes could be enhanced through further empirical work. Firm- and
industry-level assessment of the quality-service loyalty link provides useful information
to shareholders on the viability of future performance.
2.2. Satisfaction with the relationship
The fulfillment of achieving the desired outcomes leads to satisfaction with the
partnership (Anderson and Narus, 1990). For instance, in a distribution channels context,
the manufacturers role performance is positively related to dealer satisfaction with the
manufacturer (Frazier, 1983). If a channel member contributes largely to the other
member goals, the second will consequently be more satisfied with the overall
relationship with the first (Kumar et al., 1992). Hence, meeting or exceeding the
performance goals results in satisfaction with the partner, and thus satisfaction is a close

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

171

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

proxy for perceived relationship quality (Anderson and Narus, 1990). Satisfaction with
the relationship may be defined as a positive emotional state resulting from the
assessment of the exporters working relationship with the importer (Geyskens et al.,
1999). While taking into consideration past experience results, another definition is
provided in a B2C context. Satisfaction with the relationship is defined as the "cognitive
and affective evaluation based on personal experience across all [...] episodes within the
relationship" during past interactions with the firm (Roberts et al., 2003, p. 175).
Satisfaction with the relationship is considered to be a key dimension of relationship
quality because it has been demonstrated that more satisfied buyers have higher quality
relationships with selling firms (Dorsch et al., 1998) as they tend to be more
knowledgeable about the roles of selling firms and more perceptive about the quality of
the relationship.
2.3. Trust
Trust is an important indicator of relationship quality. Only when a person trusts the
trustee will he/she be likely to perceive that there is a high quality relationship between
the trustee and him/her. A relationship that lacks trust is unlikely to be perceived as of
high quality. It is also important to note that trust is difficult to foster, can be shaken
easily, and once shaken, is extremely difficult to rebuild (Shneiderman 2000).
Parasuraman et al. (1985) introduced trust as a critical success factor in successful service
relationships. The authors suggest that customers need to feel safe in dealings with
suppliers and need to be assured that their interaction is confidential in that they are able
to trust their suppliers. Berry (1995, p.242) suggests that relationship marketing is built
on the foundation of trust. In relation to customer loyalty, Reichheld and Schefter (2000,
p.107) highlight the importance of trust in that to gain loyalty of customers, you must
first gain trust. In addition, trust is an important feature or aspect in the development of
quality relationships built through a process of making and keeping promises (Dwyer et
al., 1987; Gronroos, 1990; Hewett and Bearden, 2001).
2.4. Commitment
It is argued that customer commitment to the supplier is a very important driver of
customer loyalty in service industries (Fullerton 2003).The construct of commitment
has also been shown to be an important dimension of relationship quality (e.g. HennigThurau et al. 2002). In similar way to trust, commitment is considered as an important
ingredient in successful relationships (Morgan and Hunt, 1994). The construct of
commitment is regarded as the central construct in relationship marketing
(Garbarino and Johnson, 1999, Pritchard et al. 1999). The concept of commitment stems
from industrial and organizational psychology and has been viewed as an intention to
continue a course of action or activity such as maintaining a relationship with a business
partner. In the buyer-and-seller relationship literature, commitment is defined as an
implicit or explicit pledge of relational continuity between exchange partners
(Dwyer et al. 1987). In simpler terms, commitment refers to the motivation to stay with
a supplier or supplier (Moorman et al. 1992). In a business relationship, commitment is
a psychological sentiment of the mind through which an attitude concerning
continuation of a relationship with a business partner is formed (Wetzels, de
Ruyter and Birgelen. 1998).

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

172

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

3. Methodology
The framework embraces information on four dimensions, including passenger
satisfaction (4 items), trust (5 items), commitment (4 items), and perceived service
quality (6 items) all measured by using a five-point Likert-type scale. The advantage of
using an interval scale is that it permits the researchers to use a variety of statistical
techniques which can be applied to nominal and ordinal scale data in addition to the
arithmetic mean, standard deviation, product-moment correlations, and other statistics
commonly used in marketing research (Malhotra, 1999). A self-administered
questionnaire was used to collect data from prospective passengers who referred to Imam
Khomeini and Mehrabad Airports in the area of Tehran. The questions are based on a
review of the literature and specific product contexts, and the questionnaire was pretested and revised. The questionnaires were distributed based on a convenience sampling
method and collected at the two mentioned airports in Tehran. Six hundred
questionnaires were distributed and 500 useable samples were obtained after excluding
the incomplete ones, yielding a 83% response rate from those who agree to participate.
Cronbachs alpha was used to verify the internal consistency reliability. The customer
satisfaction shows a significant internal consistency of 0.810. Cronbachs coefficients of
passenger satisfaction, trust, commitment, and perceived service quality were 0.87, 0.84,
0.75, 0.83, and 0.86, respectively. The reliabilities of the different measures in the model
range from 0.75 to 0.87, which exceed the recommended threshold value of 0.70
(Nunnally, 1978). Statistical analysis was computed using the Windows versions of
Statistical Package for Social Sciences (SPSS 15.0). Data analysis involves descriptive
statistics and analysis of variance. ANOVA was used to analyze passenger satisfaction,
trust, perceived service quality, and commitment (dependent variables) using age, gender,
education, trip purpose, marital status, and experience of using airline services by
determining the main and interaction effects of the independent categorical variables on
multiple dependent interval variables.
4. Results
4.1 Sample profile
Of the 500 respondents, the majority were male passengers (80.8%). Respondents who
were 3039 years old (40. 6%) comprised the largest age group. In addition, the majority
were married (72.6%). 51.2% of the respondents had degree or below, and 48.8% of the
respondents had postgraduate degree. In terms of experience of using airline services,
most of passengers (90.8%) were used airline services in the past more than five times.
Finally, in terms of trip purpose, business (28.0%), official mission (21.8%), and vacation
(20.2%) had the higher frequency among others. Descriptive statistics are illustrated in
Table 1.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

173

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

Table 1. Demographical characteristics of respondents

Characteristic
Percentage
Age group
Below 30
23.8
30-39
40.6
40-49
24.4
50 or above
11.2
Gender
Male
80.8
Female
19.2
Marital status
Single
27.4
Married
72.6
Education
Degree or below
51.2
Postgraduate
48.8
Experience of using airline services
Never
0.0
One time
2.8
2 to 5 times
6.4
More than 5 times
90.8
Trip purpose
Vacation
20.2
Business
28.0
Praying
10.0
Visiting friends and family
15.8
Official mission
21.8
Education
4.2

4.2. Analysis of variance

An analysis of variance (ANOVA) was used to analyze how respondents satisfaction,
trust, perceived service quality, and commitment (the dependent variables) are
influenced by age (four levels), gender (two levels), marital status (two levels), education
(two levels), trip purpose (six levels), and travel experience (four levels), collectively the
independent variables. The results are presented bellow.
Gender. As shown in Table 2, there were no significant differences found between
gender types on the dependent measures including satisfaction, trust, perceived service
quality, and commitment (p-value>0.05).

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

174

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

Statistical
index
Satisfaction
Trust
Commitment
Perceived
service quality

Table 2. ANOVA analysis for customers gender

Groups
Mean
S.D
F
Male
Female
Male
Female
Male
Female
Male
Female

3.0206
3.0972
3.0116
2.9861
2.67
2.7917
3.0941
3.0729

0.85533
0.84731
0.86048
0.77372
1.00371
0.98675
0.79387
0.81965

MARCH 2014
VOL 5, NO 11

0.62

0.43

0.07

0.79

1.15

0.28

0.05

0.82

Age. As illustrated in Table 3, there were no significant differences found among marital
status groups on the dependent measures including passenger satisfaction, commitment,
and trust (p>0.05). However, marital status has a significant impact on perceived service
quality (F-value= 3.41, p=0.05<0.05). Post hoc analyses to the univariate ANOVA for the
perceived service quality scores on marital status conducted to find which independent
variable (marital satus group), have a most strong impact on the dependent variable
(perceived service quality). Each pairwise comparison was tested using the Scheffe
method. Results indicated that single respondents had perceived higher level of service
quality than married respondents.
Table 3. ANOVA analysis for passengers marital status
Statistical index
Groups
Mean
S.D
F
Satisfaction
Trust
Commitment
Perceived service
quality

Single
Married
Single
Married
Single
Married
Single
Married

3.1
3.01
3.08
2.98
2.71
2.69
3.2
3.05

0.86
0.85
0.82
0.85
0.98
1.01
0.83
0.78

1.16

0.28

1.34

0.25

0.03

0.87

3.41

0.05

Education. As Table 4 shows, there were significant differences found among education
levels on the dependent measures including passengers satisfaction (F-value= 8.36, p=
0.000<0.05), trust (F-value= 4.25, p= 0.04<0.05), and commitment (F-value= 3.26, p=
0.050<0.05). Further, significant difference was not found among education levels on
perceived service quality (F-value= 0.20, p= 0.66>0.05). Post hoc analyses to the
univariate ANOVA for the satisfaction, trust and commitment scores on education
conducted to find which independent variable (education level), have a most strong
impact on the dependent variables (satisfaction, trust and commitment). In all of
variables, the lower level of education, the higher perceptions of satisfaction, trust, and
commitment.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

175

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

Table 4. ANOVA analysis for passengers educational level
Groups
Mean
S.D
Degree or below
3.15
0.85
Satisfaction
Postgraduate
2.93
0.84
Trust
Degree or below
3.09
0.86
Postgraduate
2.93
0.82
Commitment
Degree or below
2.78
1.01
Postgraduate
2.61
0.98
Perceived service
Degree or below
3.07
0.85
quality
Postgraduate
3.11
0.75
Statistical index

MARCH 2014
VOL 5, NO 11

F
8.36

P
0.00

4.25

0.04

3.26

0.05

0.2

0.66

Experience of using airline services. According to Table 5, there were no significant

differences found among experience of using airline services categories on the dependent
measures including passengers satisfaction, trust, perceived service quality, and
commitment (p>0.05).
Statistical index
Satisfaction

Table 5. ANOVA analysis for passengers travel experience

Groups
Mean
S.D
F
One time

2 to 5 times
More than 5 times
Trust
One time
2 to 5 times
More than 5 times
Commitment
One time
2 to 5 times
More than 5 times
Perceived service One time
quality
2 to 5 times
More than 5 times

3.29
3
3.03
3.24
3.07
2.99
2.88
2.86
2.68
3.05
3.13
3.09

0.7
1.05
0.84
0.66
0.93
0.84
0.59
1.02
1.01
0.57
0.94
0.79

0.64

0.53

0.67

0.51

0.79

0.46

0.05

0.95

Trip purpose. As Table 6 shows, there were no significant differences found between the
trip purpose of passengers on the dependent measures including satisfaction, trust,
commitment, and perceived service quality (p>0.05).

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

176

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

Statistical index
Satisfaction

Trust

Commitment

Perceived service
quality

Table 6. ANOVA analysis for passengers trip purpose

Groups
Mean
S.D
Vacation
Business
Praying
Visiting friends and family
Official mission
Education
Vacation
Vacation
Business
Praying
Visiting friends and family
Official mission
Education
Vacation
Business
Praying
Visiting friends and family
Official mission
Education
Vacation
Business
Praying
Visiting friends and family
Official mission
Education

3.09
2.94
3.09
3.17
3.01
2.89
3.06
2.91
3.1
3.14
2.94
2.97
2.68
2.66
2.77
2.84
2.57
2.89
3.08
3.02
2.95
3.27
3.09
3.27
3.44

0.81
0.9
0.98
0.7
0.84
1.01
0.84
0.88
0.9
0.66
0.86
1.04
0.9
1.07
0.97
1.01
1.01
1.01
0.79
0.82
0.76
0.72
0.83
0.87
0.7

MARCH 2014
VOL 5, NO 11

1.03

0.4

1.07

0.38

0.95

0.45

1.57

0.17

5. Conclusion, limitations, and future research

This paper aims to determine the effects of demographic characteristics on the
dimensions of relationship quality including trust, satisfaction, commitment, and
perceived service quality. To our knowledge, no study exists in this area that is related to
our purpose. Thus, current study is the first paper that investigated the effects of
demographic characteristics on relationship quality dimensions. The findings suggest that
marital status influences service quality. Educational level has a significant impact on
satisfaction, trust, and commitment. Additionally, passengers job influenced widely
satisfaction. This paper also has several directions for future research. This study can be
performed in other service industries such as hospitality and transportation industries. In
addition, the effect of cultural and religious characteristics on the dimensions of
relationship quality can be investigated in future research. As a limitation of current
study, this study performed in the area of Tehran that generalizability of findings will be
restricted.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

177

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

References
Anderson, J.C., and Narus, J.A. (1990), A model of distributor firm and manufacturer
firm working partnerships. Journal of Marketing, 54(1): 42- 58.
Berry, L. (1995), Relationship Marketing of Services-growing interest, emerging
perspectives, Journal of the Academy of Marketing Science, 23 (4), 236-45.
Cooil, B., Keiningham, T.L., Aksoy, L. and Hsu, M. (2007), A Longitudinal Analysis of
Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of
Customer Characteristics, Journal of Marketing, 71, 67-83.
Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles (1990), Relationship
quality in services selling: An Interpersonal Influence perspective, Journal of Marketing,
54 (July), 68-81.
Dorsch, M. J., Swanson, S. R. and Kelley, S. W. (1998), The role of relationship quality
in the stratification of vendors as perceived by customers, Journal of the Academy of
Maketing Science, 26 (2), 128-42.
Dorsch, M.J., Swanson, S.R., and Kelley, S.W. (1998), The role of relationship quality in
the stratification of vendors as perceived by customers. Journal of Academy Marketing
Science, 26(2):128-42.
Ebner, M. A., Hu, A., Levitt, D. L., and McCrory, J. (2002), How to rescue CRM.
McKinsey Quarterly, special edition, www.mckinseyquarterly.com.
Fullerton, G. (2005), The service quality-loyalty relationship in retail services: does
commitment matter? Journal of Retailing and Consumer Services, 12 (2), 129-142.
Garbarino, E. and Johnson, M. S. (1999), The different roles of satisfaction, trust,
and commitment in customer relationships, Journal of Marketing, 63 (2), 70-87.
Geyskens, I, Steenkamp, JBEM, and Kumar, N. A. (1999), meta-analysis of satisfaction
in marketing channel relationships. Journal of Market Research; 36(2): 223-38.
Gronroos, Christian (1990), Service management and
moments of truth in service competition: Lexington Books.

marketing:

Managing

Hennig-Thurau, T., Langer, M., Hansen, U., (2001), Modeling and managing student
loyalty: an approach based on the concept of relationship quality. Journal of Service
Research, 3 (4), 331344.
Hennig-Thurau, Thorsten and Alexander Klee (1997), The impact of customer
satisfaction and relationship quality on customer retention: A critical reassessment and
model development, Psychology and Marketing, 14 (8), 737-64.
Hewett, K. and Bearden, W. O. (2001), Dependence, Trust, and Relational Behavior on
the Part of Foreign Subsidiary Marketing Operations: Implications for Managing
Global Marketing Operations, Journal of Marketing, 65 (October).
Jensen, J.B. and Markland, R.E. (1996), Improving the application of quality
conformance tools in service firms, Journal of Services Marketing, 10 (1), 25-55.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

178

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

Kumar, N., Scheer, L. K. and Steenkamp, JBEM. (1995), The effects of supplier fairness
on vulnerable resellers, Journal of Marketing Research, 32 (1), 542.1.
Lagace, R. R., Dahlstrom, R.and Gassenheimer, J. B. (1991), The Relevance of Ethical
Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry, The
Journal of Personal Selling & Sales Management, 11 (4), 39.
Malhotra, N.K. (1999). Marketing Research: An Applied Orientation. 3rd ed., PrenticeHall, Englewood Cliffs, NJ.
Mittal, V. and Kamakura , W. A. (2001), Satisfaction, Repurchase Intent, and Repurchase
Behavior: Investigating the Moderating Effect of Customer Characteristics, Journal of
Marketing Research, 38, 131-142.
Moorman, C., Zaltman, G. and Deshpande, R. (1992), Relationships between providers
and users of market research: the dynamics of trust within and between
organisations, Journal of Marketing Research, 24 (August), 314-28.
Morgan, R. M. and Hunt, S. D. (1994), The commitment-trust theory of relationship
marketing, Journal of Marketing, 58 (July), 20-38.
Nunnally, J.C. (1981). Psychometric Theory. Tata McGraw-Hill, New Delhi.
Palmer, A. and Bejou, D. (1995), The effects of gender on the development of
relationships between clients and financial advisers, The International Journal of Bank
Marketing, 13 (3), 18.
Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), Servqual: A Multiple-Item
Scale for Measuring Consumer Perc, Journal of Retailing, 64 (1), 12
Pritchard, M. P., Havitz, M. E., and Howard, D. R. (1999), Analyzing the commitmentloyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3):
333-348.
Reichheld, F. F. (1996), The loyalty effect: The hidden force behind growth, profits, and
lasting value. Boston: Harvard Business School Press.
Roberts K, Varki S, and Brodie R. (2003), Measuring the quality of relationships in
consumer services: an empirical study, European Journal of Marketing, 37(1/2): 169 96.
Shneiderman, B. (2000), Designing Trust into Online Experiences, Communications of
the ACM (43:12), 57-59.
Storbacka, K., Strandvik, T. and Gronroos, C. (1994), Managing Customer Relationships
for Profit: The Dynamics of Relationship Quality, International Journal of Service
Industry Management, 5 (5), 21-38.
Walter, A., Muller, T. A. Helfert, G. and Ritter, T. (2003), Functions of industrial
supplier relationships and their impact on relationship quality, Industrial Marketing
Management, 32 (2), 159.
Wetzels, M., De Ruyter, K. and Van Birgenlen, M. (1998), Marketing service
relationships: the role of commitment, Journal of Business and Industrial Marketing, 13
(4/5), 406-23.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

179

ijcrb.webs.com

INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

MARCH 2014
VOL 5, NO 11

Wray, B., Palmer, A. and Bejou, D. (1994), Using neural network analysis to evaluate
buyer-seller relation, European Journal of Marketing, 28 (10), 32.
Wulf, K. D. and Odekerken-Schroder, G. (2003a), Assessing the impact of a retailer's
relationship efforts on consumers' attitude and behavior, Journal of Retailing and
Consumer Services, 10, 95-108.
Zahorik, A. J. and Rust, R.T. (1992), Modeling the impact of service quality on
profitability: A review: JAI Press.
Zeithaml, V. A., Berry, L. R., Parasuraman, A. (1996), The behavioral consequences of
service quality. Journal of Marketing, 60(2): 31-46.

COPY RIGHT 2014 Institute of Interdisciplinary Business Research

180