The paper’s conclusions must be interpreted with caution due to certain study
limitations. First, the data in this study refers to the cultural service customers of
University Jaume I of Castello´n (Spain), which may limit the generalization to other
industries and B2B settings. Because public and private cultural entities have different
sizes and characteristics compared to others regions, we cannot generalize their behavior
and attitudes for the whole population of B2B (higher education-cultural entities).
Second, one opportunity for future research is to broaden the research scope by including
views from both sides of the dyad, provider and customer. Third, the results of this study
largely coincide with the authors’ theoretical expectations. Athanasopoulou (2009) notes
that the components of relationship quality may be characterized by industry or market
specificity. However, further research is needed to extend the present findings,
particularly through a more in-depth examination of academic and research services in
higher education, which also have a substantial impact on society. Finally, future
research lines might include the analysis of relationship quality testing both antecedents
and consequences (loyalty, repurchase intentions), as may be evidenced in the literature
on relationship quality of other sectors