Abstract
Managing customer relationships has become the priority of any firm. Accordingly, firms are seeking for more effective relationship activities to improve firm consequences of customer relationship by way of strengthening relationship quality or delivering superior relationship benefits. However, little is known about how various activities may exert differentiated impacts on firm consequences. This study aims to bridge this gap by examining how each relationship activity may influence firm consequences and what roles relationship quality and benefits may play in such as an influencing process. Statistical evidence shows the mediating role of relationship quality and relationship benefits, and the moderating role of relationship benefits.
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