How do Interpersonal Factors Influence the B2B Relationship Quality? An Abstract

Abstract

Relationship quality (RQ) is a broad theme in the relationship marketing studies, and both its antecedents and consequences receive a great deal of interest, because RQ provides the best assessment of the relationship strength (Crosby et al. 1990). In many studies, the widely accepted construct of RQ is reflected through commitment, trust, and relationship satisfaction. This study investigates the interpersonal factors, explicitly similarity, and gender identity, which can be considered as characteristics of the two relationship parties. These antecedents may influence the RQ both direct and via the path of relational selling behavior (RSB).