Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty

Purpose The purpose of this study is to establish a theoretical basis for evaluating a strategic increase in customers' perceptions of service/product quality – specifically in terms of an increase in relationship quality and customer loyalty in a B2B environment – and to test this theoretical basis empirically. Design/methodology/approach Drawing on the relationship‐marketing literature, the authors empirically test a model of business loyalty in a sample of 234 advertising agencies' clients. Findings Using the Grönroos conceptualisation, a clear pattern of service‐quality dimensions is established and several important findings are reported – including empirical verification of the mediating role of overall…