Perceived Relationship Investment and Relationship Quality; The Mediating Role of Commitment Velocity

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dc.contributor.authorŞahin, Azize
dc.contributor.authorKitapçı, Hakan
dc.contributor.authorŞahin, Aysun
dc.contributor.authorCiğerim, Ersan
dc.contributor.authorBayhan, Kıvılcım
dc.date.accessioned2020-04-30T23:20:40Z
dc.date.available2020-04-30T23:20:40Z
dc.date.issued2016
dc.departmentDÜ, İşletme Fakültesi, Yönetim Bilişim Sistemleri Bölümüen_US
dc.description12th International Strategic Management Conference (ISMC) -- OCT 28-30, 2016 -- Antalya, TURKEYen_US
dc.descriptionWOS: 000390611800031en_US
dc.description.abstractRelational components play important role in building strong relationships with consumers. Relationships between companies, brands or individuals have dynamic structure. Commitment velocity (CV) is a key relational mediator by adding a dynamic component to relationship. Also, CV effects the performance of relationship. This study has focused on relationship quality (RQ) as an important indicator of relationship performance. The study investigates the relationship between the perceived relationship investment (PRI) and relationship quality (RQ) with the mediating role of commitment velocity (CV) or the rate and direction of change in commitment. To demonstrate the relationship, this study developed a conceptual model and tested it by partial least square structural equation modeling. A sample of 300 mobile communication customers is used to test the proposed model. The empirical investigation reveals that consumers' perception of the relationship investment drives their commitment and strengthen their relationship with their mobile communication service brands. The findings suggest that CV acts as a full mediator in the relationship between PRI and RQ. This study contributes to the theory and practice of relationship marketing in two ways. First, this study provides theoretical and empirical foundations for relationship marketing by dynamic component of commitment in to the model; therefore, the key research question: what is the role of CV in the creation of relationship quality? The findings reveal that CV play an important role because it has significant influence on RQ. Second, this study demonstrates the effect of PRI on RQ through CV. Relationship investment capabilities of mobile communication companies are very critical in this industry when industry turbulence is very high. Finally, some implications for managers and future research directions are highlighted. (C) 2016 The Authors. Published by Elsevier Ltd.en_US
dc.description.sponsorshipInt Strateg Management & Managers Assocen_US
dc.identifier.doi10.1016/j.sbspro.2016.11.032en_US
dc.identifier.endpage295en_US
dc.identifier.issn1877-0428
dc.identifier.startpage288en_US
dc.identifier.urihttps://doi.org/10.1016/j.sbspro.2016.11.032
dc.identifier.urihttps://hdl.handle.net/20.500.12684/4054
dc.identifier.volume235en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherElsevier Science Bven_US
dc.relation.ispartof12Th International Strategic Management Conference, Ismc 2016en_US
dc.relation.ispartofseriesProcedia Social and Behavioral Sciences
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectPerceived relationship investmenten_US
dc.subjectcommitment velocityen_US
dc.subjectrelationship qualityen_US
dc.titlePerceived Relationship Investment and Relationship Quality; The Mediating Role of Commitment Velocityen_US
dc.typeConference Objecten_US

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