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How relevant are different forms of relational behavior? An empirical test based on Macneil's exchange framework

How relevant are different forms of relational behavior? An empirical test based on Macneil's... Many transactions in the business‐to‐business‐field are governed on a relational basis. In such long‐term business relationships, the object of exchange is but one determinant of relationship success. Soft factors such as the customer‐directed behaviors a supplier demonstrates are generally believed to be a major determinant of performance variables. Based on the relational exchange framework, this paper examines the impact of relational behaviors on relationship quality in professional service relationships. An empirical study conducted among 206 purchasers of market research information provides evidence that supplier behaviors such as role integrity, flexibility, or solidarity have an important impact on different dimensions of customer‐perceived relationship quality (satisfaction, trust, and commitment). http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

How relevant are different forms of relational behavior? An empirical test based on Macneil's exchange framework

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620410549929
Publisher site
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Abstract

Many transactions in the business‐to‐business‐field are governed on a relational basis. In such long‐term business relationships, the object of exchange is but one determinant of relationship success. Soft factors such as the customer‐directed behaviors a supplier demonstrates are generally believed to be a major determinant of performance variables. Based on the relational exchange framework, this paper examines the impact of relational behaviors on relationship quality in professional service relationships. An empirical study conducted among 206 purchasers of market research information provides evidence that supplier behaviors such as role integrity, flexibility, or solidarity have an important impact on different dimensions of customer‐perceived relationship quality (satisfaction, trust, and commitment).

Journal

Journal of Business & Industrial Marketing – Emerald Publishing

Published: Aug 1, 2004

Keywords: Buyer‐seller relationships; Customer satisfaction; Trust; Job commitment; Regression analysis; Market research

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