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Methodological choices in relationship quality (RQ) research 1987 to 2015: a systematic literature review.

Osobajo, Oluyomi Abayomi; Moore, David

Authors

Oluyomi Abayomi Osobajo

David Moore



Abstract

This literature review covers different methodological choices (i.e. data collection method, sample size, sample characteristics and analytical instrument) in 122 relationship quality (RQ) peer-reviewed articles, published in accredited academic journals between 1987 and 2015. The results revealed that RQ researchers need to look into other relationship types in which businesses/organizations engage in order to survive, as existing studies have been limited to interpersonal relationships (i.e. relationships between individuals), business-to-business relationships (B2B), business-to-customer relationships (B2C), and customer-to-business relationships (C2B). Also, the results show that too much attention has been given to the quantitative method of data collection, as only a small number of researchers in this field utilize the qualitative method. Furthermore, the sample choice and size identified in existing studies are somewhat constrained to the method of data collection employed. Researchers should be more transparent in providing detailed information on their methodological choices and the rationale for those choices.

Journal Article Type Review
Publication Date Mar 1, 2017
Journal Journal of relationship marketing
Print ISSN 1533-2667
Electronic ISSN 1533-2675
Publisher Taylor & Francis
Peer Reviewed Peer Reviewed
Volume 16
Issue 1
Pages 40-81
Institution Citation OSOBAJO, O.A. and MOORE, D. 2017. Methodological choices in relationship quality (RQ) research 1987 to 2015: a systematic literature review. Journal of relationship marketing [online], 16(1), pages 40-81. Available from: https://doi.org/10.1080/15332667.2016.1242395
DOI https://doi.org/10.1080/15332667.2016.1242395
Keywords Marketing research; Research methodologies; Relationship quality

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