An exploration of a metaconstruct of relationship quality

This paper examines the effect of service orientation on a metaconstruct of relationship quality comprising of three dimensions; satisfac tion, trust and commitment, within the travel industry. The impact of these three dimensions on consumer behaviour is also explored, specifically consumer advocacy, switching costs and consumer activism. A sample of leisure and business travellers on a cross sea ferry were surveyed using a consumer intercept methodology. We find that service orientation is particularly important for relationship satisfaction and trust, which are in turn important for positive behavioural intentions (satisfaction), and for reducing consumer activism (satisfaction and trust). Relationship commitment was found to be important for both of these and also for reducing perceived switching costs. The implications of these findings for service managers and academics are discussed and directions fo rfuture research presented.