Evaluating the role of relationship termination cost in measuring relationship quality in retail industry: a relationship marketing approach

Abstract

In this article the author has identified the importance of termination cost in measuring retailer-supplier relationship quality from the retail perspective. The author conducted a comprehensive literature review and highlighted the necessities of considering termination cost in assessing relationship quality in the retail domain. This study is basically a review of the existing literature in relationship marketing. As termination cost has not been considered as a determining factor in influencing relationship quality, the author attempted to identify its potential to influence relationship quality in the retail domain. Previous literature indicates that it is reasonable to expect that termination cost plays a significant role in enhancing the relationship quality in the B2B setting. The study is suggestive of the importance of testing the role of termination cost. The author recommends that future researchers should explore its potential to influence the quality of relationship in the retail industry through quantitative research. Termination cost provides retailers with an effective measure to influence the quality of their relationships with their existing suppliers.