Measuring relationship quality in a membership association

Purpose: To determine whether the relationship marketing mediators of commitment trust, and satisfaction come together to comprise a global measure of relationship quality and to test if the overall measure of relationship quality is related to specific outcome measures. Originality: Similar studies have examined this type of measure in an overall relationship marketing context but this approach is less informative as it cannot consider variables that are specific to a particular type of exchange context. This measure has not previously been examined in a specific exchange context. This study will explore this type of measurement specifically in a membership association context where the type of exchange and the large number of members has a unique influence on the type and strength of the relationship. Key literature / theoretical perspective: Relationship marketing antecedents and behaviours are mediated by specific mediating variables that are well researched but not agreed upon. An alternative approach is to suggest that a combination of such mediators, as a global measure of relationship quality is a more informative measure. Design/methodology/approach: Self administered mail questionnaire analysed predominantly using structural equation modeling. Findings: Relationship quality can be measured as a second order construct consisting of trust, satisfaction and commitment. Relationship quality has significant strong relationships with word of mouth and retention and a weak significant relationship with performance. Research limitations/implications: This needs to be measured with antecedents to the relationship to explore the entire RM conceptualisation. Practical and Social implications: Results allow management to have a deeper understanding of how to generate strong relationships with members and the benefits to expect when doing so. Can subsequently develop and target specific RM strategies at achieving these goals.2 page(s