Religiosity as a Predictor of Buyer-Seller Relationship Quality: a Dyadic Analysis in B to C Context

Key Points

• The aim is to investigate how religiosity impacts the quality of buyer-seller relationships in a business-to-consumer setting.
• Conducted a dyadic analysis of buyer and seller perspectives
• Utilized surveys to measure levels of religiosity and relationship quality
• Analyzed the data to identify correlations between religiosity and relationship quality
• Found a positive correlation between higher religiosity and better buyer-seller relationship quality
• Demonstrated that both parties’ religiosity plays a crucial role in relationship dynamics
• Highlighted the importance of considering religiosity in marketing strategies