Title: A META-RELQUAL framework for B2B sales partnerships: empirical findings from Spain

Authors: Carlos Ferro-Soto; Carmen Padín Fabeiro; Isolde Lubbe; Göran Svensson; Nils M. Høgevold

Addresses: Faculty of Economy and Business Studies, University of Vigo, Lagos Marcosende s/n, 36310 Vigo, Pontevedra, Spain ' Faculty of Economy and Business Studies, University of Vigo, Lagos Marcosende s/n, 36310 Vigo, Pontevedra, Spain ' College of Business and Economics, University of Johannesburg, Auckland Park, Johannesburg, 2006, South Africa ' Kristiania University College, P.O. Box 1195, Sentrum, 0107 Oslo (Post), Kirkegt, 24-26, 0153 Oslo Oslo, Norway ' Kristiania University College, P.O. Box 1195, Sentrum, 0107 Oslo (Post), Kirkegt, 24-26, 0153 Oslo Oslo, Norway

Abstract: The purpose of this study is to verify the validity and reliability of a META-RELQUAL (MRQ) framework in B2B sales partnerships. A questionnaire was distributed to a sample of Spanish businesses across a variety of industries that have a B2B focus. The study confirms the satisfactory validity and reliability of the MRQ-framework in B2B sales relationships. The MRQ-framework can be applied with salespeople in a Southern European B2B partnership settings, specifically Spain. The study also provides guidance to manage B2B purchase and sales partnerships based on a ten-dimensional foundation of concepts. Furthermore, the study amplifies the universal applicability of the MRQ-framework in B2B sales partnerships, specifically in a different country setting.

Keywords: relationship marketing theory; salespeople; relationship quality; META-RELQUAL; social exchange theory; SET; transaction cost analysis; TCA; business to business partnerships; Spain.

DOI: 10.1504/IJBEX.2026.150875

International Journal of Business Excellence, 2026 Vol.38 No.1, pp.40 - 76

Received: 09 Feb 2022
Accepted: 13 Feb 2022
Published online: 05 Jan 2026 *

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