RELATIONSHIP QUALITY DIMENSIONS IN FAST FOOD RESTAURANTS
Keywords:
Relationship marketing, Relationship quality, Trust, Satisfaction, CommitmentAbstract
Relationship quality is the unique inimitable strength of a firm in today’s highly competitive business world. High relationship quality from the customers’ perspective brings about repeat sales and word-of-mouth communication thus ensuring high profitability for the firm. This paper seeks to identify the dimensions that comprise the relationship quality construct in the fast food restaurants. The primary data is collected through a structured non-disguised questionnaire administered to300 household customers of fast food restaurants in Delhi, India. The effective response rate was 74% as 222 completely filled usable responses were collected. Factor analysis was applied and the key findings of the study reveal that three major components viz. trust, satisfaction and commitment comprise of the relationship quality construct in fast food restaurants. Management of fast food restaurants should, therefore, focus on these three aspects in order to ensure good relationship quality with their customers as it would increase sales and ultimately profitability.
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