Alternative retailer-partner relationships: The role of satisfaction

Ha, H.Y. and Muthaly, S. Alternative retailer-partner relationships: The role of satisfaction. International Journal of Business Excellence, 1 (1/2). pp. 32-54. ISSN 1756-0047

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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.

Item Type: Article
Additional Information: The second author is affiliated to Asia Pacific University of Technology & Innovation, Bukit Jalil, Kuala Lumpur.
Uncontrolled Keywords: B2B relationship, Satisfaction, Cooperation, Trust, Commitment.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD30.28 Strategic management
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of product.
Depositing User: Ms. Rachel Lim
Date Deposited: 17 Jun 2016 08:14
Last Modified: 17 Jun 2016 08:14

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