“…Prior studies indicate that relationship quality improves performance (for a review, see Athanasopoulou, 2009), in terms of profits (Siguaw et al, 1998), market and financial performance (Autry et al, 2008), customer value (Palmatier, 2008), and operations such as cost, quality, delivery, and flexibility (Fynes et al, 2005(Fynes et al, , 2008. The positive impact of relationship quality on sales effectiveness remains to be validated (Boles et al, 2000;Crosby et al, 1990).…”