An Estimation of the Influence of Relational Factors on Loyalty

The main objective of relationship marketing is to establish and maintain long-term relationships that translate into customer loyalty. Following the above introduction of describing the significance of customer loyalty, this article discusses the conceptualisation of relational determinants of loyalty within the three common approaches used in the loyalty literature, for business to business market. This represents the theoretical framework that is the basis for formulating the research hypotheses that emphasize the connections between relational determinants of loyalty. This discussion is then followed by an empirical test of a model of business loyalty on a sample of 60 clients of accounting firms.