The Influence of Perceived Service Quality on Relationship Marketing Orientations and Customers’ Buying Behavior in B2C Relationship from the Customer Perspective

Relationship marketing develops marketing productivity and builds up mutual values for customers and sellers by creating effective and long-lasting relationships. Considering factors that help to maintain such relationships can provide advantages for both parties. This study evaluates the impact of customer’s perceived service quality on relationship commitment, relationship satisfaction and trust as relationship marketing orientations and then examines the influence of these dimensions on customers’ buying behavior in a B2C relationship from the customer perspective in insurance industry. In order to conduct this study, a model is provided and empirically tested. Consequently, primary data has been collected by a properly designed questionnaire which was distributed among health insurance customers from three different hospitals in Malaysia and the secondary data has been collected through online data base such as Ebsco, Science Direct and Emerald. Afterward, SPSS (17.0) tool has been used and correlation and regression analysis determined the relationship between the model’s variables. Finally, results showed significant relationships between customers’ perceived service quality as independent variable and relationship satisfaction and trust as dependent variables. On the other hand, the relationship between customers’ perceived service quality and relationship commitment is not supported in this study. Meanwhile, based on the results, there is significant relationship between relationship commitment, relationship satisfaction and trust and the customers buying behavior in a B2C relationship