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:2008202225:(70672021,70672022),,(,610031):,,,,(),,,:;;;;;:F713.50:A:100325192(2009)0220009207EffectofRelationshipQualityonCustomerLoyaltyandWordofMouthCAOZhong2peng,ZHOUTing2rui,CHENShu2qing(SchoolofManagementandEconomics,SouthwestJiaotongUniversity,Chengdu610031,China)Abstract:Relationshipqualityisanimportantconceptinrelationshipmarketingparadigm.Theacademicresearchersandmanagershavebeenawarethatcompanieswanttomaintainlong2termrelationshipswithcustomersthentheymustimprovetherelationshipqualitythroughdiversemeans.Researchhasinvestigatedthelinkbetweenrelationshipqualitywithcustomerloyaltyandwordofmouth,furthermore,thespecificrelationsbetweenthreedimensionsofrelationshipquality(trust,satisfactionandcommitment)withcustomerloyaltywereexamined.Theresultsshowthatrelationshipqualityhasapositiveeffectoncustomerloyalty,whichmediatestherelationshipqualityandwordofmouth.Trust,satis2factionandcommitmentdimensionhavedifferentrolesintheprocessofrelationshipquality.Implicationsforresearchandforthemanagementofrelationshipqualityarediscussed.Keywords:relationshipquality;trust;satisfaction;commitment;customerloyalty;WOM14P4C,4R,,,,,,,,,2CrosbyStephens1987[1]LiljanderStrandvik,,,[2],9Vol.28,No.2FORECASTING20092,Crosby[1],,MohrSpekman[3],:,,B2B,,,[4]3,,,,,,,[5]3.1Crosby,[1]ShamdasaniBalakrishnan,,,[6]B2B,[7],:1,;,,,,B2B,,,[8]ChaudhuriHolbrook,,,[9],,,,[5]:1a,,,[10],,B2B,(),:1bDwyerOh,,[11]AndersonWeitz,,,[12]MorganHunt:,,[13],:1c3.2WOM[5];,01Vol.28,No.220092,(),,,DickBasu,[5],,,,:21144.1,,266,215,,205,77%1832,48%,52%4.2,ChaudhuriHol2brook[9];Ganesh[14];LastovickaGardner[15];Too[16];Zeithaml[17]7Likert,1,7,1,74.3test2retest60,,SPSS11.5,0.60,0.50,3,4,4,4,355.1SPSS11.5,LISREL8.54,LISREL(ML),,18Skewness0.0030.869,3,Kurtosis0.0000.979,10,,LISREL,1(1):,R20.5,Com3WOM321610.810.95,0.7(R20.50);T9.7917.56,3.29,0.001(compositereliability):BagozziYi,CR(0.6),1,CR0.8810.951,0.6,Cronbachs11,:,Cronbachs1TR2CRVE(Trust)Trust1:0.9417.820.880.12Trust2:0.9317.380.860.14Trust4:0.9317.380.860.140.9530.871(Sat)Sat1:0.8414.370.710.29Sat2:0.9016.050.810.19Sat3:,0.8414.460.710.29Sat4:,0.8113.550.660.340.9110.719(Com)Com1:0.9116.170.830.17Com2:,0.9116.190.830.17Com4:0.8113.640.660.340.9100.771(Loy)Loy1:0.8915.880.790.21Loy2:0.9116.550.830.17Loy3:0.8715.350.760.24Loy4:,0.8113.690.660.340.9260.758(WOM)WOM1:,0.829.970.670.33WOM2:0.9510.790.900.100.8810.787(2):,,,,(constructvalidity):(convergentvalidity)(discrimi2nantvalidity)(VE),VE,,VE0.50[18]1,VE0.7190.871,0.50,(AVE),AVE22AVE1234510.9320.190.8530.090.080.8840.350.420.290.8750.030.11-0.050.300.89:AVE,AVE,:2=99.23(df=94,2/df=1.06),p=0.336,GFI=0.94,AGFI=0.92,NFI=0.97,NNFI=1.00,CFI=1.00,SRMR=0.035,RMSEA=0.02,,0.810.95,0.95,21Vol.28,No.2200925.2,,2:3p0.001(T3.3225.16):2=108.37,df=97,2/df=1.12,GFI=0.94,RMSEA=0.02,SRMR=0.05:AGFI=0.91,NFI=0.96,NNFI=0.99,CFI=1.00,IFI=1.00,RFI=0.952,0.32(t=4.82),,,;0.22(t=3.32),;,0.29(t=4.31),,1a,1b,1c1,,Kim,,,[19],0.5020.01,10.25(t=3.32),,,,26,,,:(1);(2);(3)3,,123Post2hoc(=0,=1)(=0,=1)(=0,=1)123412341234(0,0)(1,0)(0,1)(1,1)(0,0)(1,0)(0,1)(1,0)(0,0)(1,0)(0,1)(1,1)4.044.704.905.204.264.494.625.093.804.734.645.07Post2hoc23;34;123;23;234;31,:3:3,,,(M(0,0)=4.04)(M(1,0)=4.70)(P=0.000);,,(M(0,1)=4.90)(M(1,1)=5.20)(P=0.164),[20],,,,,,(M(0,0)=4.04,M(0,1)=4.90,P=0.000)(M(1,0)=4.70,M(1,1)=5.20,P=0.020),4:4,,,(M(0,0)=4.26,M(1,0)=4.49,P=0.375);,,,(M(0,1)=4.62,M(1,1)=5.09,P=0.001);,(M(0,0)=4.26,M(0,1)=4.62),(P=0.077),,(M(1,0)=4.49,M(1,1)=5.09),(P=0.004)5:5,(M(0,0)=3.80,M(1,0)=4.73),(P=0.000),,;,,(M(0,1)=4.64,M(1,1)=5.07,P=0.001),,(M(0,0)=3.80,M(0,1)=4.64,P=0.001),,(M(1,0)=4.73,M(1,1)=5.07,P=0.099),,,7,,,,,41Vol.28,No.220092,,;,,;,,,,,,,,,,,,,,,,,,,,,,,,,,:[1]CrosbyLA,StephensN.Effectsofrelationshipmarket2ingonsatisfaction,retention,andpricesinthelifeinsur2anceiondustry[J].JournalofMarketingResearch,1987,24(4):4042411.[2]LiljanderV,StrandvikT.Thenatureofcustomerrela2tionshipsinservices[J].AdvancesinServicesMarketingandManagement,1995,4:1412167.[3]MohrJ,SpekmanR.Characteristicsofpartnershipsuc2cess:partnershipattributes,communicationbehavior,andconflictresolutiontechniques[J].StrategicManage2mentJournal,1994,15(2):1352152.[4],.[J].,2005,27(1):27233.[5]DickAS,BasuK.Customerloyalty:towardanintegratedconceptualframework[J].JournaloftheAcademyofMar2ketingScience,1994,22(2):992113.[6]ShamdasaniPN,BalakrishnanAA.Determinantsofre2lationshipqualityandloyaltyinpersonalizedservices[J].AsiaPacificJournalofManagement,2000,17(3):3992422.[7]HewettK,MoneyB.Anexplorationofthemoderatingroleofbuyercorporatecultureinindustrialbuyer2sellerrelationships[J].JournaloftheAcademyofMarketingScience,2002,30(3):2292239.[8]SanzoMJ,SantosML,VzquezR,etal..Theeffectofmarketorientationonbuyer2sellerrelationshipsatisfaction[J].IndustrialMarketingManagement,2003,32(4):3272345.[9]ChaudhuriA,HolbrookMB.Thechainofeffectsfrombrandtrustandbrandaffecttobrandperformance:theroleofbrandloyalty[J].JournalofMarketing,2001,65(2):81293.[10]SzymanskiDM,HenardDH.Customersatisfaction:ameta2analysisoftheempiricalevidence[J].JournaloftheAcademyof