The moderating impact of relational strength on the relationship between relationship quality and purchasing behavior

We investigate the moderating impact of relational strength on the relationship quality model, that is extended from intentions onto real behaviour. Empirical investigations are conducted in the context of apparel buying, combining survey and data base information. Relational strength impacts the attitudesintentions as well as the intentions-behavior relationship. The opposite signs of the effects may explain disappointing results when relationship quality is used to boost behavioral loyalty.