Predictors and outcomes of relationship quality: a guide for customer‐oriented strategies

Purpose – This paper aims to examine the influence of a number of factors on relationship quality and also study the impact of relationship quality on customer's behavioral intentions. Design/methodology/approach – Based on prior studies we tried to develop a comprehensive model. The model covered different antecedents and consequences of relationship quality. Responses of a total of 217 key customers of a semi‐private bank were considered. Structural equation modeling (SEM) was then used to test the research model and hypotheses. Findings – This research evaluated the impact of a series of potential factors on relationship quality. While trust, competency and commitment had a positive impact on relationship quality, communication and conflict handling did not show a significant relationship with this variable. Moreover relationship quality had a significant relationship with customer satisfaction. Furthermore, customer satisfaction had a positive impact on re‐purchase intentions, positive word‐of‐mouth and customer's positive feedback. Originality/value – While most studies have considered only the perquisites or the outcomes of relationship quality, this study has tried to provide a comprehensive understanding about both antecedents and consequences of relationship quality in one model. Since there was a lack of such research especially in countries with rather collective cultures like Iran, this paper can provide theoretical basis for future studies as well as practical implications for managers and practitioners.