Abstract
This study of creative business service relationships reveals how client tolerance towards service quality is influenced by process capabilities. Based on a resource-based point of view, process capabilities can serve as creative cues, adding value to these relationships. Procedural quality represents value determined from the order of organisationally established routines, whereas interactional quality represents value derived from the skills of service providers. Research found interactions were a stronger predictor of tolerance than procedures, attributed to the greater discretion that service providers use in interacting during the service encounter. Interactions offer greater prospects for sustaining relationship value than by following procedures.
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