Business‐to‐business relationship quality: An IMP interaction‐based conceptualization and measurement

Although relationship quality is recognized as a central construct in the relationship marketing literature, relatively little attention has been paid to the issues of: the dimensions of relationship quality, and the directional relationship between relationship quality and related service evaluation outcomes. This study seeks to provide alternative conceptualization of business‐to‐business relationship quality based on the well‐established IMP interaction model and to clarify the relationship between relationship quality and service quality. The findings from an empirical study, support the hypothesis that relationship quality, defined as a higher‐order construct of cooperation, adaptation, and atmosphere, has a positive impact on service quality.