Academic And Demonstrational Study Of Core Varibles Of Relationship Quality Between Corporations

The high quality business relationship means the key factor that satisfy needs of both enterprises and customers as it is capable of lowering the extent of customers' unease and uncertainty during the process of trade and enhancing the cooperation in the future (Crosby etal,1990). Therefore, the study about quality relationship has been a new topic of Western Relationship Marketing research. One of the research subjects is about relationship quality dimension. Both sides need to know what are relationship quality's influncing factors, how to make use of these factors for sevrving themselves and building good relation.Chinese scholars and enterprises currently focus more on "how to keep relationship" and "evaluation of relationship quality", but ignoring the key theories of relationship quality. They always apply western theories about relationship quality dimension directly regardless of the differences of relationship quality under various cultural backgrounds. This paper will advance tolerance as a new key dimensionality of relationship quality by analyzing the different way of dealing with the conflict, research tolerance's notable influence on the key variables of relationship quality, enrich the content of the relationship quality.This paper includes three aspects: the first is summarizing and suming up former theory about relationship quality, finding out the shortcoming; the second is academic analyse, advancing tolerance as new dimensionality of relationship quality from culture and economy, analyzing tolerance's influence to import dimensionalities of relationship quality;the third is making a demonstrational study of relation between tolerance and every import dimensionalities of relationship quality. In the research, relationshi quality has three dimensionalities: trust, promise, conflict; tolerance is a new varible, we established a table of it according to former study and related difinition, the prestige of table is bigger than 0.7, when we did factor analyse of tolerance's items, we pick up two components, so we divided tolerance to tolerance status and tolerance will This paper took questionnaire to investigate both sides's tolerance and relaitonship quality, use configuration equation and LISREL soft to analyze the result, and enduced that tolerance has different influence to every import dimensionalities of relationship quality, advanced some suggestions.