Research On The Influence Of Commercial Friendship On Relational Quality And Customer Loyalty

Both the practitioners and the academics recognized that the relationship marketing is a major source of gaining the continuous competitive advantage of the firms in the drastically competitive market. The commercial friendship is defined as the friendship that develops among the clients and the service providers, are one important type of the relationship marketing. The sociology literatures address this topic from the social perspective and rarely mention about the economic exchange characters of friendship in the commercial reality. And that is why those theories are hard to apply to the commercial reality. We believe the further research of the commercial friendships will eliminate those gaps. This study tries to delineate the effect that the commercial friendship takes on the relationship quality to highlight the importance of the commercial friendship and customer loyalty for the service industries.The purpose of this study is to explore the impact of the commercial friendship on the relationship quality and customer loyalty in native service industries. The selected industries are the famous beauty parlors in the Wuhan city. 200 questionnaires are sent out and 100 valid samples are received. The results of this study show that:(l)the commercial friendships have the positive effect on the customer trust of the relationship quality;(2) the commercial friendship have the positive effect on the customer satisfaction of the relationship quality;(3) the commercial friendship have the positive effect on the customer commitment of the relationship quality;(4) the commercial friendship have the positive effect on the relationship quality;(5) the commercial friendship have the positive effect on the customer loyalty; According to the results, this study recommends some suggestions to both thepractitioners and the academics. With improving the commercial friendships the customer loyalty lever is enhanced.