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Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organization relationship quality that consists of three main components. First, we specify that relationship quality consists of five distinct but related relational constructs (trust, commitment, intimacy, self-connection, and reciprocity). Second, we suggest that relationship quality influences word of mouth, media consumption, licensed-product consumption, and attendance behaviors. Finally, we argue that psychographic factors such as relationship styles, relationship drive, and general interpersonal orientation are moderators, as well as demographic factors such as age, gender, ethnicity, region, and income.
Kim is with Florida State University, Tallahassee, FL. Trail is with Seattle University, Seattle, WA.