PurposeThe objective of this study is to analyse relationship quality in a business‐to‐business context. Given that the relationship between market orientation and customer‐perceived service quality is well known in the area of higher education, this paper draws on its antecedents to examine relationship quality in cultural services.Design/methodology/approachA sample of 68 customers (cultural entities) was obtained from a postal survey (April 2010). Partial least squares (PLS) models were used to test the proposed hypotheses. This is a structural equation (SEM) technique based on variances that is suited to working with small and medium sized samples.FindingsThe authors’ results show that satisfaction, trust and commitment are key components of relationship quality. While service quality is a determining factor of satisfaction, relationship quality can be improved by taking into account that customer‐perceived market orientation acts as a precursor for service quality, satisfaction and commitment.Originality/valueThis article attempts to expand upon the previous relationship quality literature on business‐to‐business relationships to: study behaviours conducive to lasting relationships between two different sectors (higher education and cultural industry); understand the antecedents of relationship quality; confirm relationship quality dimensions; and compare the hypothesized relationships from the customer's perspective.

The aim of this study is to analyse the research gap of the relationship between customer citizenship behaviour (CCB) and customer lifetime value (CLV) in the customer engagement framework (CE). We discuss how marketing analytics gains information from the digital environment related to data, metrics, and online aspects to predict business performance through motivational drivers and engagement. We divide an entire data sample (306 observations) of telecom service customers using prediction-oriented segmentation to test the hypothesis and evaluate the predictive quality of our second-order partial least squares (PLS) model. Results show that brand attitude–attachment, social value, and benevolence are precursors of these voluntary, discretionary, and extra-role customer behaviours called CCBs, and that intentional loyalty plays an essential mediating role in achieving future financial firm performance (CLV). This research analyses from a theoretical and empirical perspective the impact of the customer engagement formation from customer citizenship behaviour on customer lifetime value.

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