1. Relationship quality as a predictor of B2B customer loyalty Professor: Dr. Pi-Ying Teresa Hsu Presenter: Han-Ming Jeffrey Chen Date: April 27, 2010

3. Contents I. Introduction II. Methodology III. Result IV. Conclusion V. Reflection 3

6. Statement of Problem Researchers have not widely explored either the development of loyalty or its potential application to the business-to-business settings. 6

7. Purpose of Research to add the literature and provide a picture of how relationship quality can influence customer loyalty in a B2B context 7

8. Conceptual background Customer loyalty Relationship quality Perceived service quality Trust Commitment Satisfaction 8

15. Methodology Research Framework Questionnaire Design 15 Research Design

16. Research Framework Trust in Employees H4A H2A H3A H1A H5A H6A H7A H8A H1B H2B H3B H4B H5B H6B H7B H8B 16 Purchase Intentions Attitudinal Loyalty Trust in Supplier Calculative Commitment to Supplier Affective Commitment to Supplier Calculative commitment to Employee Affective Commitment to Employee Overall Satisfaction Overall Service Quality

17. Research Design Australian Small to Medium Enterprises (SMEs) 17 Mail survey Online survey Distributed: 500 Received: 52 Distributed: 1216 Received: 254 20.8% 10.4% Total: 306 SMEs’ owners/decision-makers

19. Result 19

20. Result 22 20

21. Result       21 H2B. Trust in the supplier relates positively attitudinal loyalty. H4B. Affective commitment to the supplier relates positively to attitudinal loyalty. H7A. Overall satisfaction relates positively to behavioral loyalty. H7B.Overall satisfaction relates positively attitudinal loyalty. H8A. Overall perceived service quality relates positively behavioral loyalty. H8B. Overall perceived service quality relates attitudinal loyalty.

22. Result H1A. Trust in the employees of the supplier relates positively to behavioral loyalty. H1B. Trust in the employees of the supplier relates positively to attitudinal loyalty. H2A. Trust in the supplier relates positively to behavioral loyalty. H3A. Calculative commitment to the supplier relates positively to behavioral loyalty. H3B. Calculative commitment to the supplier relates positively to attitudinal loyalty.      22

23. Result H4A. Affective commitment to the supplier relates positively to behavioral loyalty. H5A. Calculative commitment to the employees of the supplier relates positively to behavioral. H6B. Affective commitment to the employees of the supplier relates positively to attitudinal loyalty. H5B. Calculative commitment to the employees of the supplier relates positively attitudinal loyalty. H6A. Affective commitment to the employees of the supplier relates positively to behavioral loyalty.      23

25. Reflections Adding overall service quality as an additional dimension of relationship quality Well and detailed explanations in methodology especially the part of research design An organized article introduced in the part of introduction (p. 22) 25

26. Reflections Low response rate ( 10.4% and 20.8% ) Most of the literature were before 2000. 26

27. Thank you for your attention!