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| Author: | Ruyter, K. Wetzels, M. Lemmink, J. |
| Title: | The power of perceived service quality in international marketing channels |
| Journal: | European Journal of Marketing
1996 : VOL. 30:12, p. 22-38 |
| Index terms: | GLOBAL MARKETING MARKETING CHANNELS RESEARCH SERVICE QUALITY |
| Language: | eng |
| Abstract: | This paper investigates the relationship between perceived service quality, supplier power bases, and perceived relationship strength in international marketing channels. Two dimensions, that reflect the operational perspective and the tactical/strategic perspective of channel service, can be used for characterizing perceived service quality in international marketing channels: service elements controlled by intermediary personnel, and service elements controlled by management. The perceived service quality is an important determinant of perceived relationship strength, in contrast to coercive power bases such as offering rewards or undertaking punitive action. Perceived service quality forms an important marketing channel instrument for relationship marketing. |
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