Purpose – This article seeks to analyze the concept of the long‐term orientation of relationships in the supply chain (SC). This research aims to study interactions between satisfaction and commitment with the relational perspective of firm‐supplier relationships. Design/methodology/approach – The establishment of a “post‐satisfaction” framework is necessary. A model based on structural equations is used to test the set of hypotheses. Findings – The findings show that cooperation, communication, satisfaction, proved trust and commitment explain the long‐term orientation of the relationships in the SC. Research limitations/implications – This research only considers the buyer's perspective. The article considers some implications relating to different profiles of trust. Practical implications – The article includes several implications about how to communicate with customers and suppliers, how to cooperate with customers and suppliers, why buyers trust suppliers, how buyers perceive satisfaction, and how buyers commit to suppliers. Originality/value – This research, based on its “post‐satisfaction” approach, aims to complete the framework proposed by Cambra and Polo. Ideas related to the evolution of trust (“previous” vs “proved” trust) are discussed.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Aug 2, 2011
Keywords: Supply chain management; Commitment; Customer satisfaction; Trust; Long‐term orientation
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