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论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2010-12-07编辑:anterran点击率:20728
论文字数:14532论文编号:org201012071127312110语种:英语 English地区:法国价格:免费论文
关键词:Relationship valuerelationship qualitybusiness-to-businessmodelsbuyer-seller relationships
Relationship value and relationship quality
Broadening the nomological network of business-to-business relationships
Wolfgang Ulaga
ESCP-EAP European School of Management, Paris, France, and
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Andreas EggertUniversity of Paderborn, Paderborn, Germany
Abstract
Purpose – Established models of buyer-seller relationships do not reflect managerial emphasis onsupplier performance evaluation when modelling business relationships. Proposes that relationshipvalue should be included as a key constituent in such models. Aims to explore the construct’s linkswith key constituents of relationship quality, i.e. commitment, satisfaction, and trust.
Design/methodology/approach – A two-stage research design was used. First, depth-interviews
were conducted with ten senior-level purchasing managers in US manufacturing companies. Second,
data were gathered in a nation-wide mail survey among 400 purchasing professionals.
Findings – The findings suggest that relationship value is an antecedent to relationship quality and
behavioural outcomes in the nomological network of relationship Marketing. Value displays a stronger
impact on satisfaction than on commitment and trust. Value also directly impacts a customer’s
intention to expand business with a supplier. In turn, its impact on the propensity to leave a
relationship is mediated by relationship quality. Contrary to previous research, trust does not appear
in this study as an antecedent of behavioural outcomes, but as a mediator of the
satisfaction-commitment link.
Research limitations/implications – Confirms the role of value as a key relationship
building-block. Researchers should integrate this cognitive performance-based construct in models
of business relationships. Limitations and research directions refer to the sampling procedure, the need
to include the supplier’s value perceptions, the possibility of conducting longitudinal research, and the
opportunity to assess additional moderating variables.
Practical implications – When the goal is to increase business with an existing customer,managers should focus on relationship value. In turn, when managers are concerned with the risk ofcustomers leaving a relationship, they should focus on relationship quality. Trust appears as animportant ingredient in stabilising existing business relationships.
Originality/value – Stresses the pivotal role of relationship value inmarketing. Contributes to abetter fit between relationship marketing models and managerial practice in business markets.
Keywords Relationship marketing, Buyer-seller relationships, Customer satisfaction, Trust
Paper type Research paper
The current issue and full text archive of this journal is available at
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This research was conducted while the first author was a Visiting Associate Professor at theUniversity of Notre Dame’s Mendoza College of Business. The authors would like to thankJoe Guiltinan and the Department of Marketing at Notre Dame for their support in this project. Inaddition, the authors would like to thank the Institute for the Study of Business Markets atPennsylvania State University for providing financial support for this study. Finally, the authorswould like to acknowledge the technical assistance provided by the Institute for Supply
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