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Purpose -The purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality, and their links with one another and with the perceived value of a purchase. Design/methodology/approach -Three cities were chosen, in different regions of Spain, and of different sizes. A total of 402 valid interviews were carried out in two industries: tile manufacturing and tourism. The selection procedure was random. Findings -The results show that the consumer's satisfaction is the main basis for perceived relationship quality. The paper likewise verifies the importance of transaction-level evaluations for perceived relationship quality. The automatic affective reactions generated in the consumer in the first moments, and the social impact of the purchase, are aspects that determine perceived relationship quality. The paper also looks at the importance of considering commitment as an attitude.Research limitations/implications -The intention to repurchase should be incorporated, together with the social norms identified, in the model of Fishbein and Ajzen. Practical implications -To gain a customer's loyalty it is necessary to achieve his/her satisfaction. A supplier must pay attention to customers' trust and commitment throughout all transactions. Suppliers must take care of the quality of their products and the attention given by the contact personnel, paying special attention to certain emotional aspects relating to customers' enjoyment of the product and to their stay in the sales outlet during the process of deciding to purchase. Originality/value -The paper clarifies two new concepts, perceived value and the quality of the relationship, and empirically verifies the causal relationship between them, in two different industries.

Relationship quality is an emerging concept that attempts to measure the lifetime value of a customer. The indicators that determine the construct are satisfaction with the relationship, the customer's trust and the customer's level of commitment. This paper considers how the post-purchase perceived value of a tourism package influences the relationship quality with a travel agency. Gummesson posits the existence of a causal link between perceived value and relationship quality. The results show that the tourist's satisfaction is the key variable in the relationship quality. Affect plays a fundamental direct role in long-term valuation, while cognition is more influential in the short term.

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Para cada negcio importante para manter uma clientela fiel a ele para ajud-lo a sobreviver no tempo. Esta situao ainda acentuada na medida em que aumenta a concorrncia e aumenta incerteza. No momento estas so duas caractersticas que so realmente desenvolvidos. Por causa da profunda crise em que estamos, e outros elementos, tais como a globalizao eo desenvolvimento de novas tecnologias e sistemas de comunicao que enfrentamos um cenrio manifesta enorme concorrncia e incerteza encontrar. , portanto, mais do que nunca necessrio conhecer em profundidade como conseguir clientes para ser leal, e desenvolver verdadeiras estratgias de fidelizao. Neste artigo, apresentamos seqencial de formao abordagem lealdade do consumidor a fim de aprofundar a compreenso do conceito. Alm disso, podemos concluir estudar o efeito combinado dos custos de comutao como um elemento que promove a continuidade com a relao. Isso d ao consumidor faz um processamento cognitivo mais informaes em suas primeiras avaliaes do servio recebido e, portanto, em seus estgios iniciais de lealdade. medida que o processo avana o comportamento do consumidor torna-se mais direta e mecnica, de modo que o vnculo cliente-empresa pode dizer que mais forte.DOI: 10.5585/remark.v12i4.2500

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