HOW TO MEASURE RELATIONSHIP VALUE IN A BUSINESS TO BUSINESS MARKET: PRINCIPAL-RETAILER CONTEXT
Prita Prasetya Student at School of Business, IPB University, Bogor Lecturer at Universitas Mercu Buana, Jakarta Mukhamad Najib Department of Management, IPB University, Bogor Agus W.Soehadi Universitas Prasetiya Mulya, Jakarta Setiadi Djohar PPM School of Management, Jakarta
Prita Prasetya
Student at School of Business, IPB University, Bogor
Lecturer at Universitas Mercu Buana, Jakarta
Mukhamad Najib
Department of Management, IPB University, Bogor
Agus W.Soehadi
Universitas Prasetiya Mulya, Jakarta
Setiadi Djohar
PPM School of Management, Jakarta
Abstract
The marketing literature reveals little agreement on the generalizability of relationship value scales that were developed in earlier works. Relationship value is more investigated methods founded on relationship marketing conception to describe and contribute better managing of company. In this study, a relationship value scale was developed for a specific context in the principal-retailer relationship. Its involved definition of relationship value, methods for measuring relationship value, impact on satisfaction and loyalty. These research assessed three alternative models of the dimension structure of relationship value construct then tested for reliability, validity and confirmatory factor analysis. The result suggested that the two multi-item scales of relationship value developed showed evidence of reliability and validity. This method is recommended to measure relationship value. Further, the findings showed that relationship value has positive effects on both satisfaction and loyalty.
Keywords: relationship value; confirmatory factor analysis; retailer; business-to-business market
Topic: Marketing Management