Alternative retailer-partner relationships: the role of satisfaction

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Title: Alternative retailer-partner relationships: the role of satisfaction
Author(s): Ha, Hong-Youl; Muthaly, Siva
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.
Publication type: Journal article
Research centre: Swinburne University of Technology. Faculty of Business and Enterprise
Source: International Journal of Business Excellence, Vol. 1, no. 1/2 (2008)
Publication year: 2008
FOR Code(s): 150501 Consumer-Oriented Product or Service Development
Keyword(s): B2B relationship; Commitment; Cooperation; Satisfaction; Trust
Publisher: Inderscience Publishers
ISSN: 1756-0047
Publisher URL: http://dx.doi.org/10.1504/IJBEX.2008.017565
Peer reviewed