Abstract
Although some researchers examine the influences of the relationship between a retailer and its partner, they tend to focus on presenting the differences of impact levels among the influences, or their changeability, despite agreement among researchers that a longitudinal perspective of focusing on process models advances understanding of the relationship and its practical implications. Consequently, this research attempts to build an alternative model of understanding Business-to-Business (‘B2B’) relationship process, where satisfaction is a key mediator between antecedents of both commitment and trust. This empirical testing supports the alternative theorisation of the role of satisfaction as a cornerstone of building a successful relationship by showing that satisfaction is directly related to trust when all of these constructs are considered collectively. This study provides a possible alternative of B2B relationship process, which enables marketers to capture the mediating role of satisfaction between antecedents and outcomes in the development of the relationship process.
Original language | English |
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Pages (from-to) | 32-54 |
Number of pages | 23 |
Journal | International Journal of Business Excellence |
Volume | 1 |
Issue number | 1-2 |
DOIs | |
State | Published - 2008 |
Keywords
- B2B relationship
- commitment
- cooperation
- satisfaction
- trust