The relationship quality - Customer satisfaction theory of shareholder value creation in relationship marketing

This payer theorises that successful creation of shareholder value in relationship marketing requires relationship quality and customer satisfaction and models both of them as key mediating variables. An exploratory qualitative case study involving multiple organisations at different points in the Danish-British bacon supply chain explored what are the key constructs of relationship quality. First, the term relationship marketing is introduced; the language being used in the literature is addressed; and the necessity of linking antecedents of relationship quality - customer satisfaction to the creation of shareholder value is discussed. Second, the research methodology, which is the case method, is described. Third, the findings from the case study are reported. Fourth, the steps for quantitatively testing the proposed key mediating variable model are outlined.