Buyer Perceptions of Relationship Importance and Relationship Quality in Determining Whether Relationships Continue‪.‬

ABSTRACT This paper presents a conceptual framework that considers the buyer's perceptions of the roles of relationship importance and relationship quality in determining the likelihood of continued interaction between buyers and suppliers. It is hypothesized that both relationship importance and relationship quality positively influence the likelihood of continued interaction between buyers and suppliers. It is also hypothesized that relationship importance moderates the effect of relationship quality on the likelihood of continued interaction between buyers and suppliers. This paper also presents empirical results based on a mail survey of buyers on their perceptions of their relationship with one supplier. The results support the hypotheses. Implications of the results for managers are also presented.