Existing Relational Practice Between a Manufacturer and its Distributors and the Perception of the Relationship Value in the Dyad

Deonir De Toni, Gabriel Milan, Geverson Costa and Fabiano Larentis
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Deonir De Toni: Caxias do Sul University
Gabriel Milan: Caxias do Sul University
Geverson Costa: Caxias do Sul University
Fabiano Larentis: Caxias do Sul University

Brazilian Business Review, 2015, vol. 12, issue 6, 48-71

Abstract: Inter-organizational relationships have attracted several studies in the relationship marketing area. Thus, the core objective of this work is to analyze what is the impact of relational practice in the manufacturer and distributor dyad on the perception of the relationship value. From the use of validated scales, a survey involving frontline staff (FS) of a manufacturer and its customers (distributors) was conducted, whereas the data analysis was done basically by the Structural Equation Modeling technique. The results confirmed the research hypotheses regarding the theoretical model tested, contributing to the assessment of the relationships in the dyad context. The evaluation of the two types of agents (manufacturer’s and customers’ FS) indicated differences of perception in the relationship, which may direct more assertive strategies and actions.

Keywords: Relationship; marketing.; Relationship; value.; Dyad. (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:bbz:fcpbbr:v:12:y:2015:i:6:p48-71

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