Alternative retailer-partner relationships: the role of satisfaction

Hong Youl Ha, Siva Muthaly

Research output: Contribution to journalArticlepeer-review

24 Scopus citations

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 languageEnglish
Pages (from-to)32-54
Number of pages23
JournalInternational Journal of Business Excellence
Volume1
Issue number1-2
DOIs
StatePublished - 2008

Keywords

  • B2B relationship
  • commitment
  • cooperation
  • satisfaction
  • trust

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