1. Part one: Service Quality in the eyes of the customer
Relationship quality and Researching service quality 1

2. Articles for this lecture
Holmlund, M (2008) A defintion, model, and empirical analysis of business-to-business relationship quality, International Journal of Service Industry Management, vol. 19, no 1.
Gummesson, E. (2008) Quality, service-dominant logic and many-to-many marketing, The TQM Journal, vol 20, no 2, p

3. What is a customer relationship? (Holmlund 1997)
Sequence
Sequence
Episode
Episode
Episode i A A A A A A A A
A=Act

4. Phases of a customer relationship
Relationship ending (switching behavior or
withdrawing from the market)
Acquisition
Maintenance (customer loyalty)

5. Relationship quality
“Joint cognitive evaluation of business interactions by significiant individuals in both firms in the dyad. The evaluation encompasses a comparison of experienced with desired, potential, usual or previous interactions which constitute comparison standards”
The difference of RQ from SQ is that RQ is dyadic meaning that both companies, not merely the customer, are significiant for quality perceptions in their relationship, and that several persons represent the business relationship.

6. The Perceived Relationship Model (Holmlund 2008)

7. Content of quality dimensions and domains in the dyad
Process domain
Outcome domain
Technical dimension
Design
Production
Inventory
Delivery
Recovery
Social dimension
Appeal
Trust
Acquientance
Respect
Congeniality
Pleasure
Economic dimension
Pricing
Costing
Productivity
Technical outcome
Reliability
Innovation
Conformance
Aesthetics
Endurability
Social outcome
Appeal (individual level)
Trust (individual level)
Acquintance (individual level)
Respect (individual level)
Congeniality (individual level)
Pleasure (individual level)
Inter-firm cohesion (company level)
Attraction (company level)
Trust (company level)
Economic outcome
Competitive price level (benefit)
Volume (benefit)
Profit margin (benefit)
Productivity enhancement (benefit)
Latent relationship rewards (benefit)
Direct relatinship costs (cost)
Indirect relationship costs (cost)
Latent relationship costs (cost)

8. Thank you for your attention
Loooking forward for the next lecture