A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain
Abstract
The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.
Fields of Study & Subjects
Service and Product Innovation
Environmental Sustainability in Business
Customer Service Quality and Loyalty
Publication details
- Journal / source
- International Journal of Business Excellence
- Volume
- 38
- Issue
- 1
- Pages
- 40–76
- Publication date
- 1 January 2026
- Language
- EN