The dynamics and implications of relationship quality in the charity–donor dyad

The notion that quality perceptions have driven the relationship-marketing paradigm is well documented (Gronroos 1990, 1994). Indeed, an understanding of the processes and the development of the ‘relationship quality’ between the buyer-seller dyad is considered central to implementing any relationship-marketing strategy (Storbacka et al. 1994; Bejou et al. 1996). Determining the quality of relationships has become a fundamental precursor to managing relationship marketing, for managerial and practical purposes but also from a conceptual and theoretical perspective (Sheth and Parvatiyar 1995). Furthermore, Gronroos (2002) considers a relationship quality orientation as a prerequisite to effective relationship marketing. Liljander and Strandvik (1996), for instance, propose that the relationship quality construct is critical in guiding relationship management and Storbacka et al. (1994) suggest that relationship quality and its understanding will guide the field of services management in general.