In this study, we examine the role of seven distinct aspects of a supplier's relational behavior with buyers in business markets. These behaviors are hypothesized to influence buyer satisfaction, and in turn, the share of a buyer's business enjoyed by a supplier. The strength of the linkages between these behaviors and buyer satisfaction are hypothesized to vary depending on the age of the buyer-supplier relationship, importance of the product purchased, and environmental dynamism. Findings from a study involving 454 organizations suggest that several relational behaviors have a significant influence on buyer's satisfaction with suppliers, and that buyer satisfaction is positively related to the share of business enjoyed by suppliers. Further, the age of the buyer-supplier relationship, and product importance appear to moderate the strength of the linkages between these behaviors and buyer satisfaction.
Journal of Business Research – Elsevier
Published: Nov 1, 1995
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