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Trends in Applied Sciences Research
  Year: 2012 | Volume: 7 | Issue: 10 | Page No.: 829-844
DOI: 10.3923/tasr.2012.829.844
 
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An Empirical Research on Conceptualisation of Relational Value

Nasreen Khan, Sharifah Latifah Syed Abdul Kadir and Muhammad Sabbir Rahman

Abstract:
Marketing is regarded as a continuum of exchanges between actors that value must be added in both transaction and relationship aspects. Among the growing studies on customer value creation, relational value is neglected. This study is the first to introduce the conceptualisation of relational value and provide new ideas concerning the dimensions of relational value from the customer perspective. This study also contributes to knowledge on the modelling of multi-dimension cause-effect structure of perceived relational value indirectly related to behavioral intention. Data obtained from 429 survey questionnaires were analyzed using structural equation modelling. The results suggest that confidence and communication are dimensions of relational value. Additionally, this study theorises that relational value impacts on relationship commitment and leads to behavioural intention. Strategic guidelines are provided to managers in designing relational value to stimulate the customer behaviour intention.
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How to cite this article:

Nasreen Khan, Sharifah Latifah Syed Abdul Kadir and Muhammad Sabbir Rahman, 2012. An Empirical Research on Conceptualisation of Relational Value. Trends in Applied Sciences Research, 7: 829-844.

DOI: 10.3923/tasr.2012.829.844

URL: https://scialert.net/abstract/?doi=tasr.2012.829.844

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