The Influence Of Service Quality On Relationship Quality In B2B Context

Relationship marketing is still an effective means for B2B(industrial market)companies to gain competitive advantage and improve corporate performance.Therefore,studying how to improve the quality of relationships is a common concern for many scholars and corporate managers.Among the large amount of researches on the driving factors of relationship quality,the current discussion is mostly about the relationship between customer satisfaction,customer loyalty,customer trust,behavior tendency,service quality and relationship quality,and most of the research objects are the B2C market.The research on B2B field is still immature,and the research on relationship quality has not yet considered the influence of brand factors during the period.Related research rarely involves the discussion of the relationship between them and the mechanism of action.Therefore,this article intends to introduce brand image as a moderating variable,put it in a research framework with service quality and relationship quality,explore the mechanism of brand image,service quality and relationship quality in the B2B context.Taking into account the subjectivity of customer perceived value,the weight of the customer’s value perception factors of products and services in different industries is different,so it is more appropriate to choose a certain industry for empirical analysis.From the perspective of national competition strategy and economic benefits,this article takes the software industry as the object of empirical analysis for research and discussion,and draws the following conclusions:in the B2B context,B2B service quality positively affects customer perceived value;customer perceived value positively affects the quality of relationships between enterprises;company image,product image,user image has a significant and adjustment effect on B2B service quality and customer perceived value,and low B2B brand image exerts a greater degree of adjustment effect than high B2B brand image.The research contribution of this paper is mainly reflected in the introduction of moderating variables(B2B brand image),constructing a theoretical model of B2B brand image and B2B service quality,customer perceived value and relationship quality,and clarifying the relationship mechanism between them through empirical analysis.It enriches B2B related theories,and the research results not only have practical value for reference to the marketing strategy of the software industry,but also have certain reference significance for other B2B fields.