The study extends the existing knowledge by taking a relationship perspective to study the effect of service quality on customer retention. We integrate business‐to‐business marketing literature with service quality literature to develop a model to capture relationship commitment and other influencing factors. The model is improved with help of semi‐structured interviews which is later tested through a survey of 241 companies in the advertising sector. Findings indicate that service quality indeed contributes to the long‐term relationships and customer retention.
Bibliographical notePublisher Copyright:
© 2004, Emerald Group Publishing Limited.
- Business‐to‐business marketing
- Customer retention
- Customer services quality
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