Developing the Research Instrument for Measuring Loyalty within the Financial-Accounting Services
Developing the Research Instrument for Measuring Loyalty within the Financial-Accounting Services

Summary/Abstract: The objective of relationship marketing is to establish and maintain long-term relationships that translate into customer loyalty. This article focuses on the methodological aspects and conceptualisation of relational determinants of loyalty, for business to business market. A special importance is given to the loyalty model tested in the field of services and in the business to business sector, since the financial-accounting services, through the specificity of their activity are included in this category. The finality of this demarche consists in stating the research hypotheses and proposing the loyalty model that will be tested in the case of financial-accounting services. In order to develop the research instrument for measuring loyalty, we have validated the research instrument, implicitly the measuring instruments of the latent variables included in the research design and we have empirically tested the proposed research model on a sample of 60 clients of accounting firms.

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