Perceived Relationship Investment and Relationship Quality; The Mediating Role of Commitment Velocity

Relational components play important role in building strong relationships with consumers. Relationships between companies, brands or individuals have dynamic structure. Commitment velocity (CV) is a key relational mediator by adding a dynamic component to relationship. Also, CV effects the performance of relationship. This study has focused on relationship quality (RQ) as an important indicator of relationship performance. The study investigates the relationship between the perceived relationship investment (PRI) and relationship quality (RQ) with the mediating role of commitment velocity (CV) or the rate and direction of change in commitment. To demonstrate the relationship, this study developed a conceptual model and tested it by partial least square-structural equation modeling. A sample of 300 mobile communication customers is used to test the proposed model. The empirical investigation reveals that consumers' perception of the relationship investment drives their commitment and strengthen their relationship with their mobile communication service brands. The findings suggest that CV acts as a full mediator in the relationship between PRI and RQ. This study contributes to the theory and practice of relationship marketing in two ways. First, this study provides theoretical and empirical foundations for relationship marketing by dynamic component of commitment in to the model; therefore, the key research question: what is the role of CV in the creation of relationship quality? The findings reveal that CV play an important role because it has significant influence on RQ. Second, this study demonstrates the effect of PRI on RQ through CV. Relationship investment capabilities of mobile communication companies are very critical in this industry when industry turbulence is very high. Finally, some implications for managers and future research directions are highlighted.