Purpose – The purpose of this paper is to assist industrial service providers in building relationships that maximize value to their customers. The study aims to add to relationship value research by examining its dimensions, antecedents, outcomes, and cross‐culture relevance. Design/methodology/approach – Using structural equation modeling, the study examines the influence that relationship value has on commitment and intentions, as well as the determinants of value encompassing the core offering, sourcing process and buyer operations. The sample covers 42 countries for cross‐cultural perspectives. Findings – By understanding the factors creating relationship value, providers are more likely to build enduring relationships with their buyers. Findings confirm that commitment and intentions are influenced by relationship value, which, in turn, is impacted by benefits such as performance, efficiency, and reliability as well as comparative costs and switching costs. Research limitations/implications – The study is oriented more towards industrial services. Further research is encouraged that extends the study domain to consumer and professional services. Originality/value – The research demonstrates the mediating influence that relationship value has on behavioral outcomes. Especially important to global service providers, this knowledge is then extended beyond the traditionally studied single‐country settings to a world perspective, while extending the field of relationship value into the largely ignored industrial services sector.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Apr 11, 2008
Keywords: Relationship marketing; Services; Services marketing; Value analysis; Partnership