The problem we studied in this article focused on the influence of perceived quality, and relational orientation of companies in creating value for the customer through a collaborative relationship. Well this research aims to investigate the effect of perceived value by the customer through a relational exchange in his loyalty. Data collection was collected in Moroccan company. Structural equations modeling (SEM) is used to evaluate the simultaneous effects of the predictive variables. Implications for manager’s academicians are discussed and areas for future research are presented.
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