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Analysis of the role of complaint management in the context of relationship marketing Author: Leticia Su′arez ′Alvarez, University of Oviedo, Spain Abstract This research aims to contribute to the relationship-marketing strategy by studying the role of complaint management in long-term relationships. Two factors distinguish it from other studies: it takes into account two types of customers, consumers and firms, and the result variable selected is the probability of ending an ongoing relationship. Two questionnaires were designed for every population. One of them was auto-administrated to a sample of consumers in the north of Spain, and the other one was sent to a representative sample of Spanish firms. The data analyses were conducted using structural equation modeling. The findings confirm the importance that theory accords to the relationship-marketing strategy, and also provide evidence for the importance of complaint management. Thus having a good complaint-handling system and trained and motivated staff who are fully committed to the firm’s objectives are fundamental requisites for firms to be able to build a stable customer portfolio. Keywords complaint management; relationship marketing; relationship termination; trust; satisfaction Introduction Nowadays, the main task for tourism firms is undoubtedly to deliver superior value to customers. One way that these firms can achieve part of this value is by maintaining quality relationships with their customers. In fact, it is well known that managing these relationships is critical for achieving corporate success. Thus the general aim of the present research is to analyze the most important factors that contribute to relationship stabilization between tourism firms and their customers. This research canters on retail travel agencies. We chose this particular type of tourism firm for two reasons. First, competition between retail travel agencies is becoming much more intense, fundamentally due to the advent of the Internet as an alternative distribution channel for tourism services (Wang & Cheung, 2004). The second reason is the current phenomenon of disintermediation, or the tendency of some tourism service providers to contact the end-customer directly. Because of these two developments, retail travel agencies urgently need to develop a strategy that allows them to maintain a stable portfolio of customers over time if they are to remain in the market for the long term. In order to achieve the proposed objective, we set out a causal model that incorporates a number of factors that can condition the future of the relationships between travel agencies and their customers. Specifically, we chose two variables that