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Transaction Evaluations and Relationship Intentions

Iowa State University, hmoh{at}iastate.edu

Marketers'understanding of customers'postpurchase decision process is questioned in an effort to propose a conceptual model that can strengthen the current measurement practice of customers'transaction-specific product-service evaluations. The proposed model incorporates such transaction-oriented variables as customer satisfaction and customer value into a trust-based relationship framework. Empirical data support the validity of the proposed model in general, indicating that understanding customers'product-service evaluations in a relationship framework would be a potentially fruitful direction to pursue. Data are analyzed following a systematic approach to mediation analysis in the context of structural equation modeling. The article also provides suggested avenues for future research in this and related directions.

Key Words: customer satisfaction • customer value • relationship marketing • trust • brand • behavioral intention • mediation

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