Abstract
Relationship marketing, which focuses on the relationship between the customers, is considered important in the field of service marketing. This research explores the impact of customers` perceived expertise of service provider and customer`s sociability, and how these factors are related to the intention to continuously uses IT services. Relationship quality is set as a mediating variable. Relationship quality is measured by trust and commitment. Also, the relationship between trust and commitment is hypothesized and tested. Results of the analysis of survey data shows that, expertise and sociability factors have positive effect on relationship quality. Also, two factors of relationship quality - trust and commitment - have positive effects on the intention to use. In addition, trust is positively related to commitment. In conclusion, service provider`s expertise and customers` sociability work partially as client lock-in.
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