판매자의 지각된 관계투자가 구매자의 관계성과에 미치는 영향: 몽골 케시미어와 낙농업을 중심으로

다국어 초록 (Multilingual Abstract)

Relationship loyalty has been viewed to be critical to the success of the business firms. Loyalty buyers is a key objective of relationship marketing, however, researchers little attend on which antecedent variables could be used and positively in a buyer-seller relationship.
This thesis tries to develop and test a two-level model which leads to a better understanding of the relationship between the salesperson and its buyer of the dairy and cashmere industries in Mongolia. This research develops of buyer-seller relationship based on a review of the literature to empirically investigate in two-level model: (1) buyer level: the impacts of buyer promoting relationship orientations (salesperson competence and product dependency) on relationship outcomes (relationship quality and relationship loyalty); (2) seller level: the impacts of seller's relationship investments (financial, social, structural, and behavioral) on buyer's relationship outcomes. (3) the ultimate affects of buyers relationship quality on relationship loyalty. Especially, this thesis investigates the role of the behavioral investments in the buyer-seller loyalty relationship. Behavioral investments is can be a positive antecedent of relationship quality and loyalty. This thesis includes control variables (i.e., age of relationships, salesperson's experience, and firm size) in the model.
Furthermore, this thesis presents and discusses empirical findings from a survey of 67 sellers and its 1675 buyers at Mongolian dairy and cashmere industries. In this thesis, hierarchical linear modeling (HLM 7.0) analysis was conducted to test the hypothesis. The result of the this thesis support the hypothesized relationships proposed in the theoretical model.
Results showed that financial, social, structural and behavioral investments are determinant components of relationship loyalty. In addition, it is found that social and behavioral investments are an important determinant of relationship loyalty. These results demonstrate that if firms build close relationships with their partners based on social and behavioral investments, then it will result in more long-term relationships. And also buyer promoting relationship orientation influences on buyer relationship quality. The salesperson competence and product dependency are necessary determinants of the buyer promoting relationship orientation in a B2B context. The results also provide relationship quality is crucial components of relationship loyalty.
This thesis contributes to theoretical and practical knowledge by providing for the first time, evidence about the seller's relationship investments and buyers promoting relationship orientation influence on buyer relationship outcomes in the two-level model in Mongolian cashmere and dairy industry and its buyers. The findings imply the need for industrial firms and their buyer relationships, to strategic lever on the key antecedents of a relationship quality and relationship loyalty including relationship investments and buyer promoting relationship orientations and can be more competitive advantage, and long-term relationship.

목차 (Table of Contents)

• TABLE OF CONTENTS
• I. INTRODUCTION 1
• 1.1 Introduction 1
• 1.2 Research Background 1
• 1.3 Research Problem and Questions 6
• 1.4 The Purpose of Study 12
• 1.5 The Structure of Thesis 13
• II. LITERATURE REVIEW 14
• 2.1 Relationship Marketing 14
• 2.2 Relationship Investments 15
• 2.2.1 Nature of Relationship Investments 16
• 2.2.2 Components of Relationship Investments 18
• 2.2.2.1 Financial Relationship Investment 21
• 2.2.2.2 Social Relationship Investment 22
• 2.2.2.3 Structural Relationship Investment 23
• 2.2.2.4 Behavioral Relationship Investment 24
• 2.3 Behavioral Investments and Relationship Development Stage 25
• 2.3.1 Content of Behavioral Investments at Each Relationship Stages 25
• 2.4 Buyer Factors Promoting Relationship Orientation 30
• 2.4.1 Nature of Buyer Factors Promoting Relationship Orientation 31
• 2.4.2 Components of Relationship Orientation 32
• 2.4.2.1 Salesperson Competence 35
• 2.4.2.2 Product Dependency 39
• 2.5 Relationship Quality 40
• 2.5.1 Definition of Relationship Quality 40
• 2.5.2 Components of Relationship Quality 41
• 2.5.2.1 Satisfaction 41
• 2.5.2.2 Trust 42
• 2.5.2.3 Commitment 42
• 2.6 Relationship Loyalty 43
• 2.6.1 Conceptualization of Loyalty 44
• 2.6.1.1 Behavioral Loyalty 45
• 2.6.1.2 Attitudinal Loyalty 46
• 2.6.1.3 Composite Loyalty 46
• 2.6.2 Relationship Loyalty in Relationship Marketing 47
• III. CONCEPTUAL FRAMEWORK 50
• 3.1 Research Model 50
• 3.2 Consequences of Relationship Investments 51
• 3.3 Buyer Factors Promoting Relationship Orientation and
• Relationship Quality 55
• 3.4 Impacts of Relationship Quality on Relationship Loyalty 56
• IV. RESEARCH METHODOLOGY 60
• 4.1 Research Design 60
• 4.2 Research Approach 61
• 4.2.1 Survey-Based Research 62
• 4.2.2 Self-Administered Questionnaire 63
• 4.3 Scale Development 64
• 4.3.1 Scales provided by Salesperson 66
• 4.3.2 Scales provided by Buyer 68
• 4.3.2.1 Factors Promoting Relationship Orientation 69
• 4.3.2.2 Relationship Quality 70
• 4.3.2.3 Relationship Loyalty 71
• 4.4 Survey Method 72
• 4.5 Data Analysis Methods 74
• 4.5.1 Reliability and Validity Assessment 76
• 4.5.2 Hierarchical Liner Models 79
• 4.5.3 The Mediation Effect Analysis in HLM 95
• 4.6 Conclusions 97
• V. DATA ANALYSIS AND RESULTS 99
• 5.1 Sampling and Data Collection 99
• 5.2 Characteristics of Sample 99
• 5.3 Reliability and Validity 102
• 5.3.1 Testing of Internal Consistency 102
• 5.3.2 Testing of Validity 106
• 5.4 Model Fit Analysis 107
• 5.4.1 One-way ANOVA Analysis 108
• 5.4.2 Random-Coefficient Model Analysis 109
• 5.4.3 Regression with Means-as-Outcomes Analysis 111
• 5.4.4 Intercepts and Slopes-as-Outcomes Model Analysis 112
• 5.5 Mediation Effect Analysis in HLM 116
• 5.6 Conclusions and Results of Testing Hypothesis 119
• VI. DISCUSSION AND CONCLUSIONS 120
• 6.1 Summary of Results 120
• 6.2 The Consequences of Seller's Relationship Investments in Buyer Level 121
• 6.3 Buyer Promoting Relationship Orientation and Relationship Quality 124
• 6.4 The Consequence of Relationship Quality 126
• 6.5 Implications 127
• 6.5.1 Theoretical Implications 127
• 6.5.2 Managerial Implications 129
• 6.6 Limitations and Future Research 130
• REFERENCES 132
• APPENDICES:
• Appendix A 148
• Appendix B 158
• Appendix C 162

참고문헌 (Reference)

1. Love and Commitment, Kelly, , 1983

2. The New Social Contract, Macneil, , 1980

3. Industrial source loyalty, Wind, , 1970

4. Trust in closerelationships, Holems, Remple, Zanna, , 1985

5. Exploring Marketing Research, Zikmund, , 2003

6. Psychometric theory (3rd ed), Nunnelly, J. C., Psychometric Theory (3rd ed.), , 1994

7. Growing the trust relationship, Hart.C.W, M.D.Johnson, Growing the Trust Relationship, , 1999

8. Research methods in psychology, Shaughnessy, John J., McGraw-Hill, , 1997

9. Exchange and power in social life, Blau, Peter Michael, J. Wiley, Exchange and power in social life, , 1964

10. Developing Buyer-SellerRelationships, S.Oh, Dwyer, F. R., Dwyer, F. Robert, Dwyer, Developing buyer-seller relationships, , 1987

11. Perspectiveson consumer satisfaction, Czepiel, Akerele, , 1974

12. When does commitment lead to loyalty, Fullerton, When does commitment lead to loyalty?, , 2003

13. Doing Business in 2006: Creating Jobs, International Finance Corporation, World Bank, , 2006

14. Case study research: Design and methods, Yin, Sage Publications, , 2003

15. Partnering as a Focused Market Strategy, Narus, Anderson.J.C, , 1991

16. The evolution of relationship marketing, Parvatiyar, Sheth, , 2000

17. The structure of commitment in exchange, Achrol,R.S., Gundlach, G. T., Mentzer, J. T, The structure of commitment in exchange, , 1995

18. Firm resources and competitive advantage, Barney, , 1991

19. Surveys in Social Research (5th ed.). St, De Vaus, , 2002

20. Structural quations with latent variables, Bollen,K.A., Structural Equations with Latent Variables, , 1989

21. Zero Defection: Quality Comes to Services, W.E.Sasser, Reichheld, , 1990

22. A Theory of Cognitive Dissonance, Stanford, Festinger, "A theory of cognitive dissonance, , 1957

23. Brand loyalty : measurement and management, Jacoby, Jacob, Wiley, Brand loyalty: Measurement and management, , 1978

24. Consumer perceptions of price(un) fairness, Bolton, Alba, Warlop, , 2003

25. Relationship Marketing in Consumer Markets, O'Malley, Relationship marketing in consumer markets, , 2000

26. Social exchange in developing relationships, Burgess, Robert Lee, Academic Press, , 1979

27. CRM: Conceptualization and scale development, Sin, Yim, , 2005

28. Developing relationships in businessnetworks, Hkansson, , 1995

29. Buyer-Seller Relationships in BusinessMarkets, W.D.Perreault, Cannonm, Buyer-seller relationships in business markets, , 1999

30. Customer Loyaltyand Customer Loyalty Programs?, K.Hammond, Uncles, , 2003

31. Defining Marketing: A Market-Oriented Approach, Gr?nroos, Defining marketing: A market-oriented approach, , 1989

32. How industrial sales people gaincustomer trust, Swan, Silva, How industrial sales people gain customer trust, , 1985

33. Marketing services : competing through quality, Berry, Leonard L., Free Press, Marketing services: Competing through quality, , 1991

34. The Behavioral Consequences of Service Quality, Zeithmal, Berry, Parasuraman, , 1996

35. An introduction to hierarchical linear modeling, Rocchi, Woltman, MacKay, , 2012

36. Made in America : regaining the productive edge, Dertouzos, Michael L, MIT Press, , 1989

37. Trust: Making and Breaking CooperativeRelations, Gambetta, Trust: making and breaking cooperative relations, , 1988

38. Introduction to classical and modern test theory, James, Linda, Introduction to classical and modern test theory, , 1986

39. An Integrated Model of Buyer-Seller Relationships, Wilson D.T, An integrated model of buyer-seller relationships, , 1995

40. Customer satisfaction should not be the only goal, Bennett, , 2004

41. Hierarchical data modeling in the social sciences, Goldstein, , 1995

42. Marketing Research-an applied orientation. 3rd.ed, Malhotra, "Marketing research: An applied orientation, , 1999

43. Competencies of marketing managers in South-Africa, Melaia, Bick, , 2008

44. Defining theSocial Network of a Strategic Alliance, Hutt Micheal, Peter Reingen, , 2000

45. Satisfaction:a BehavioralPerspective on theConsumer, Richard, Satisfaction: A behavioral perspective on the consumer, , 1997

46. FactorsAffectingTrustin MarketResearch Relationships, Moorman, , 1993

47. Hierarchocal linear Modeling: Guide and Applications, David Garson, , 2013

48. The commitment-trusttheory of relationship marketing, Hunt,S.D, Morgan,R.M, , 1994

49. TheEffectofaMarketOrientationonBusinessProfitability, Naver, The effect of a market orientation on business profitability, , 1990

50. Marketing research methodological foundation(6th ed.), Churchill, , 1995

51. Equity Theory and research. Boston: Allyn and Bacon Inc, Berscheid, Walster, , 1978

52. Evaluative and relational influences on service loyalty, Butchter, Sparks, O’Callaghan, , 2001

53. Relationship marketing in practice: Myths and realities, Morris, Brunyee, Page, , 1998

54. Affirmative obligations and market making with inventory, Panayides, , 2007

55. Consumer Trust, Value and Loyalty in Relational Exchanges, B.Sabol, Sirdesmukh, "Consumer trust, , 2002

56. Research design : Qualitative and quantitative approaches, Creswell, J. W., Research design: Qualitative and quantitative approaches, , 2003

57. Tactile hallucinations: Conceptual and historical aspects, Berrios, , 1982

58. Within-group agreement, non-independence, and reliability, Bliese, "Within-group agreement, , 2000

59. Marketing research. An applied orientation, Second edition, Malhotra, "Marketing research. An applied orientation, , 1996

60. T he Effect s of Supplier Fairness on VulnerableReseller s, Steenkamp, The effects of supplier fairness on vulnerable resellers, , 1995

61. The dynamics of interpersonal trust: Resolving uncertainty, Boon, Holmes, , 1991

62. Anexaminationofthenatureoftrustin buyerseller relationships, P.M.Doney, An examination of the nature of trust in buyer seller relationships, , 1997

63. Customer Loyalty: Toward an Integrated Conceptual Framework, Dick,A.S., Customer loyalty: Toward an integrated conceptual framework, , 1994

64. Developing and Protecting Profitable Customer Relationships, Turnbull, , 1989

65. Questionnaire design and administration : a practical guide, Frazer, Lorelle, John Wiley Sons Australia, , 2000

66. Relationship quality as a predictor of B2B customer loyalty, Miller, Rauyuen, , 2007

67. The Domain and ConceptualFoundationsofRelationship Marketing, Parvatiyar, The domain and conceptual foundations of relationship marketing, , 2000

68. Buyers' perspectives of buyer-seller relationship development, Claycomb, Claycomb, Cindy, , 2010

69. Psychological testing : history, principles, and applications, Gregory, Robert J., Allyn and Bacon, "Psychological testing: History, , 1996

70. Are current research approaches in marketing leading us astray, Gummesson, , 2001

71. Customer delight: foundations, findings and managerial insight, Oliver, Rust, Varki, "Customer delight: foundations, , 1997

72. Marketing research : within a changing information environment, Hair, Joseph F, McGraw-Hill/Irwin, , 2003

73. Gaining Customer T rust :A Conceptual Guide for the Salesper son, Johannah Jones Nolan, Swan, Gaining customer trust: A conceptual guide for the salesperson, , 1985

74. Levels issues intheory development, data collection and analysis, Dansereau, Klein, Hall, "Levels issues in theory development, , 1994

75. Textile and clothing industry: Adjusting to the post-quota world, Adhikari, Yamamoto, , 2008

76. Theory testing in organizational behavior : the varient approach, Dansereau, Fred, Prentice-Hall, , 1984

77. Toward an understanding of loyalty: the moderating role of trust, Chow, R.Holden, Toward an understanding of loyalty: The moderating role of trust, , 1997

78. A Catastrophe Model for Developing Service SatisfactionStrategies, Ian C.MacMillan, Oliver, A catastrophe model for developing service satisfaction strategies, , 1992

79. A Paradigm for Developing Better Measures of Marketing Constructs, Gilbert A.Churchill, A paradigm for developing better measures of marketing constructs, , 2009

80. Retail relationships and store loyalty: a multi-level perspective, Lockshin, Macintoshi, , 1997

81. Social research methods : qualitative and quantitative approaches, Neuman, William Lawrence, Allyn and Bacon, Social research methods: Qualitative and quantitative Approaches, , 1991

82. Hierarchical linear models: apllications and data analysis methods, Raudenbush, Bryk, , 1992

83. Multilevel modeling of individual and group level mediated effects, Krull, J.L., MacKinnon, D.P., Multi-level modeling of individual and group level mediated effects, , 2001

84. An overview of the logic and rationale ofhierarchical linear models, Hofmann, An overview of the logic and rationale of hierarchical linear models, , 1997

85. Determinants of Long-Term Orientation in Buyer-Seller Relationships, Shanker Ganesan, Determinants of long-term orientation in buyer-seller relationships, , 1994

86. Social penetration : the development of interpersonal relationships, Altman, Irwin, Irvington Publishers, , 1983

87. A Conceptual Model and Study of Cross-CulturalBusiness Relationships, 한상린, , 1998

88. Consumers' Trust of Salesperson and Manufacturer: An Empirical Study, Mary Susan Kennedy, , 2001

89. Loyalty Programs and Their Impact onRepeat-Purchase Loyalty Patterns, Sharp, Loyalty programs and their impact on repeat-purchase loyalty patterns, , 1997

90. On the development of relationship awareness theory: A personal note, Porter, , 1976

91. A model of distributor firmand manufacturer firm working partnerships, James A.Narus, James C.Anderson, A model of distributor firm and manufacturer firm working partnerships, , 1990

92. TheUseofPledgestoBuild andSustain Commitment in Distribution Channels, erson, B.A.Weitz, The use of pledges to build and sustain commitment in distribution channels, , 1992

93. Buyer-seller relationship: bonds, relationship management, andsex-type, Smith, "Buyer-seller relationship: Bonds, , 1998

94. Structural Equation Modelling: From the Fundamentals to Advanced Topics, Coote, Cunningham, Holmes-Smith, , 2006

95. Relationship Marketing in Consumer Market : Antecedents and Consequences, Sheth, Pravartiya, , 1995

96. Relationship Marketing of Services-Growing Interest, EmergingPerspective, Berry, "Relationship marketing of services-growing interest, , 1995

97. The effect of different forms of centering in Hierarchical Linear Models, Kreft, De Leeuw, Aiken, , 1995

98. A longitudinal study of equity and satisfaction in intimate relationships, Buunk, Van Yperen, , 1990

99. Dissecting the HMO-Benefits ManagersRelationship: What to Measure and Why, Peltier, J.E.Westfall, Dissecting the HMO-benefits managers relationship: what to measure and why, , 2000

100. Introduction to social research : quantitative and qualitative approaches, Punch, Keith F, SAGE Publications, Introduction to Social Research: Quantitative and Qualitative Approaches, , 1998

101. Organizational learning : creating, retaining, and transferring knowledge, Argote, Linda, Kluwer Academic, "Organizational learning: Creating, , 1999

102. The effect of social conflict on relationship loyalty in business markets, Newell, Plank, , 2007

103. The External Control of Organizations: Are Resource Dependence Perspective, Salancik, Pfeffer, , 1978

104. Tutorial in biostatistics: An introduction to hierarchical linear modeling, Dukes, Losina, Sullivan, , 1999

105. CommitmentandSatisfactioninRomanticAssociations:A testofthe InvestmentModel, Rusbult, Commitment and satisfaction in romantic associations: A test of the investment model, , 1980

106. Firm downsizing and satisfaction among United States and European customers, Lewin, Ulaga, , 2009

107. A framework for testing mediational relationships in organizational behavior, Taylor, Mathieu, , 2007

108. Customer Satisfaction, Market Share, and Profitability: Findings From Sweden, Eugene W.Anderson, "Customer satisfaction, , 1994

109. Advertising offensive products in the Asia-Pacific: What makes them offensive, Fam, , 2003

110. Distribution ChannelsasPoliticalEconomies:A Framework for Comparative Analysis, Stern, , 1980

111. Achievingrelationship marketing effectiveness in business-to-business exchanges, Arnold.T.J, Palmatier, , 2008

112. Customer orientation, relationship quality, and relational benefits to the firm, Macintosh, "Customer orientation, , 2007

113. Impact of Purchase Importance and Salesperson Behaviors on Relationship Loyalty, Newell, Plank, Belonax, , 2008

114. Relationship Quality in Services Selling an Interpersonal Influence Perspective, Crosby, D.Cowles, K.Evans, Relationship quality in services selling: An interpersonal influence perspective, , 1990

115. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis, Robert W.Palmatier, Factors influencing the effectiveness of relationship marketing: A meta-analysis, , 2006

116. Measuring the Quality of Relationships in Consumer Services : An Empirical Study, Varki, Roberts, Brodie, Measuring the quality of relationships in consumer services: An empirical study, , 2003

117. The economic institutions of capitalism : firms, markets, relational contracting, Williamson, Oliver E, Free Press, "The economic institutions of capitalism: Firms, , 1987

118. Customer Satisfaction in Industrial Markets: Dimensional and Multiple Role Issues, Ruldolph, Humburg, , 2001

119. Effective Customer Relationship Management: How emotion drives sustainable success, Sauers, , 2008

120. Hierarchical linear models: Applications and data analysis methods, second edition, Raudenbush, Bryk, "Hierarchical linear models: Applications and data analysis methods, , 2002

121. Investments in consumer relationships: A critical reassessment and model extension, De Wulf, Odekerken-Schr?der, Van Kenhove, , 2003

122. International Marketing and Purchasing of Industrial Goods: An Interaction Approach, B.Wootz, Hakansson, , 1982

123. The different roles of satisfaction ,trust ,and commitmentin customer relationships., Garbarino, E.,, Johnson, M.S., "The different roles of satisfaction, , 1999

124. An examination of the relationship between trust, commitment andrelationship quality', Sohal, Wong, "An examination of the relationship between trust, , 2002

125. Estimating zone of tolerance in perceived service quality and perceived service value, Lilj, vik, Str, , 1993

126. Issues of level in organizational research: Multi-leveland cross-level perspectives :, Rousseau, Issues of level in organizational research: Multi-level and cross level perspectives, , 1985

127. Relationship marketing and customer loyalty in a retail setting: A dyadic exploration, Souchon, Thirkell, Too, , 2001

128. Servqual: A multiple-item scale for measuring consumer perceptions of service quality, 정일환, , 1988

129. The role of trust and relationship structure in improving supply chain responsiveness, Bechtel, field, , 2002

130. Investments in Consumer Relationships: A Cross-Country and Cross- Industry Exploration, Wulf, Dawn Lacobucci, , 2001

131. PerformanceOutcomes of Purchasing Arrangements in Industrial Buyer-VendorRelationships, John R.Nevin, Thomas G.Noodewier, Performance outcomes of purchasing arrangements in industrial buyer-vendor relationships, , 1990

132. Testing multi-level mediation using hierarchical linear models: Problems and solutions, Zyphur, M.J., Preacher, K.J., Zhang, Z., Testing multilevel mediation using hierarchical linear models: Problems and solutions, , 2009

133. Achieve sales excellence : the 7 customer rules for becoming the new sales professional, Stevens, Howard, Platinum Press, , 2007

134. Evaluating an Extended Relationship Marketing Model for Arab Guests of Five-Star Hotels, Shammout, , 2007

135. Relationship marketing: A consumer experience approach, (SAGA advanced Marketing Series), Warnaby, Conway, Baron, "Relationship marketing: A consumer experience approach, , 2010

136. Evaluating Service Encounters: The Effect of Physical Surroundings and Employee Responses, Bitner, Evaluating service encounters: The effect of physical surroundings and employee responses, , 1990

137. Relationship Orientation: Towards an Antecedent Model of Trust in Marketing Relationships, Shaw, Callaghan, Relationship orientation: towards an antecedent model of trust in marketing relationships, , 2001

138. EffectsofRelationshipMarketingonSatisfaction,Retention,andPricesintheLifeInsuranceIndustry, McGee, "Effects of relationship marketing on satisfaction, , 1987

139. Factors affecting entrapment in waiting situations: The Rosencrantz and Guildenstern effect, Rubin, , 1975

140. The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers, Kelly, Dorsh M.J, Swanson, The role of relationship quality in the stratification of vendors as perceived by customers, , 1998

141. The role of adaptive management as an operational approach for resource management agencies, Johnson, , 1999

142. Some new results on indirect effects and their standard errors in covariance structuremodels, Sobel, , 1986

143. Customer benefits and company consequences of customer-salesperson relationships in retailing, Beatty, Reynolds, , 1999

144. Secret tests: Social strategies for acquiring information about the state of the relationship, Baxter, Wilmot, , 1984

145. Heterogeneity of variance in experimental studies: A challenge to conventional interpretations, Raudenbush, Bryk, , 1988

146. Relationship marketing: The importance of consumer-perceived service quality in retail banking, Kock, Holmund, , 1996

147. The influence of firm predispositions on inter-firm relationship formation in business markets, Sohi, Johnson, , 2001

148. Consumer perceptions of price, quality, and a value measurement model and synthesis of evidence, Zeithaml, "Consumer perceptions of price, , 1988

149. What determines Buyer-Seller Relationship Quality? An Investigation from the Buyer's Perspective, Pasrsons, , 2002

150. A multilevelapproach to theory andresearchinorganizations:Contextualtemporal,andemergentprocesses, Kozolowski, "A multi-level approach to theory and research in organizations: Contextual, , 2000

151. Understanding internal consistency reliability estimates: A conceptual primer on coefficient alpha, Henson, , 2001

152. Antecedents and consequences of the service climate in boundary-spanning self-managing service teams, de Jong, A., De Jong, Ad, Jong, Lemmink, , 2004

153. Business-to-business Relationship Quality: An IMP Interaction-based Conceptualization and Measurement, Woo, Business-to-business relationship quality: An IMP interaction-based conceptualization and Measurement, , 2004

154. Marketing management: Analysis, planning, implementation, and control, 6th ed. Englewood Cliffs, N. J, Kotler, "Marketing management: Analysis, , 1988

155. The Role of dependence Balancing insafeguarding Transaction specific assets in Conventional Channels?, Heide, Geroge J, , 1988

156. The measurement and antecedents of affective,continuance and normative commitment to the organization, Allen, N. J., "The measurement and antecedents of affective, , 1990

157. The Development of Investment and Commitment Scales for Predicting Continuity of Personal Relationships, Lund, The development of investment and commitment scales for predicting continuity of personal relationships, , 1985

158. Relationship Formation and Governance in Consumer Markets: Transactional versus the Behaviorist Approach, Bennett, Relationship Formation and Governance in Consumer Markets: Transactional Versus the Behaviorist Approach, , 1996

159. The Effects of Organizational Differences andTrust on the Effectiveness of Selling Partner Relationships, D.Barclay, Smith, The effects of organizational differences and trust on the effectiveness of selling partner relationships, , 1997

160. Relational Bonds and Customer's Trust and Commitment -A Study on the Moderating Effects of Web Site Usage, Lin, Hsieh, Weng, , 2003

161. Influences on ExchangeProcesses: Buyers Preconceptions of a Seller's Trustworthiness andBargaining Toughness, Suhurr, J.L.Ozanne, Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness, , 1985

162. The partner-specific investments inventory: An evolutionary approach to individual differences in investment, Ellis, , 1998

163. Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality, Kevin, Dwayne, Thurau-Henning, Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality, , 2002

164. Introduction to mediation, moderation, and conditional process analysis: A regression based approach, New York, Hayes, "Introduction to mediation, , 2013

165. Reality or perception? The effect of actual and perceived performance on satisfaction and behavioral intention, Burton, Sheather, Roberts, , 2003

166. The Customer Orientation of Service Workers:Personality Trait Effects on Self and Supervisor PerformanceRatings, Licata, , 2002

167. How organizational complaint handling drives customer loyalty: An analysis of the mechanistic and the organic approach, Homburg, Fr?st, , 2005

168. Customer value, satisfaction, loyalty, and switching costs: an illustration from a business to business service context,, V.Shankar, Murthy, Lam, "Customer value, , 2004

169. Centering decisions in hierarchical linear models: Theoretical and methodological implications for organizational science, Hofmann, , 1998

170. A multilevel analysis of school effects on student achievement and the racial achievement gap in the desegregation context, Maher, Erin Jennifer, Indiana University, , 2000

171. The link between salespeople' job satisfaction and customer satisfaction in a business-to-business context: A dyadic analysis, Stock, Homburg, , 2004

172. On the Profitability of Long Life Customers in Noncontractual Setting: An Empirical Investigation and Implications for Marketing, Reinartz, V.Kumar, , 2000

173. The Impact ofCustomer Satisfaction and Relationship Quality on Customer Retention:A Critical Reasses sment and Model Development, T hor sten Henning - Thurau, Alexander Klee, The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development, , 1997

174. Comparison of HLM and MLwiN multilevel analysis software packages: A Monte Carlo investigation into the quality of the estimates, Fein, Melissa Dawn Caddess, University of Maryland College Park, , 2000

175. Service Quality, Trust, Specific Asset Investment, and Expertise, Direct and Indirect Effects in a Satisfaction Loyalty- Framework, Droge, Chiou, "Service quality, , 2006

176. The Moderator-mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations, Reuben M.Baron, David A.Kenny, "The moderator?mediator variable distinction in social psychological research: Conceptual, , 1986

177. An exploratory model and initial test of the influence of firm-level consulting-oriented sales force programs on sales force performance, Pelham, , 2002

178. A value chain analysis of the Mongolian cashmere industry, A report for Mongolia economic policy reform and competitiveness project (EPRC), McMahon, Lecraw.D.J, "A value chain analysis of the Mongolian cashmere industry, , 2005

179. A longitudinal test of the investment model: The development (and deterioration) of satisfaction and commitment in heterosexual involvement, Rusbult, A longitudinal test of the investment model: The development (and deterioration) of satisfaction and commitment in heterosexual involvement, , 1983

180. Organizational commitment and psychological attachment: The effects of compliance, identification and internalization on prosocial behavior, Chatman, O'Relly, "Organizational commitment and psychological attachment: The effects of compliance, , 1986

181. Relationship Bonding Tactics,Relationship Quality and Customer BehavioralLoyalty-Behavioral Sequence in Taiwan's Information ServiceIndustry, Liang, Wang, "Relationship bonding tactics, , 2006

182. Opening the black box: Assessing the mediating mechanism of relationship quality and the moderating effects of prior experience in ISP service, Lin, Ding, , 2005

183. Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioural loyalty, Wang, Liang, "Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, , 2005

184. What makes schools effective? A comparison of the relationship of communitarian climate and academic climate to mathematics achievement and attendance during middle school, Philips, , 1997

185. Commercial and Interpersonal Relationships;Using the Structure of Interpersonal Relationships to UnderstandIndividual-To-Individual, Individual-to-Firm, and Firm-to-FirmRelationships in Commerce, Ostrom, Iacobucci, "Commercial and interpersonal relationships: using the structure of interpersonal relationships to understand individual-to-individual, , 1996

186. Collecting sensitive information with different modes of data collection. In Couper, M. P., Baker, R. P., Bethlehem, J., Clark, C. Z. F., Martin, J., Nicholls, W. L., and O'Reilly, J. M., (Eds.), Computer assisted survey information collection, Tourangeau, Smith, "Collecting sensitive information with different modes of data collection. In Couper, , 1998