 Alternative retailer-partner relationships: the role of satisfactionHong-Youl Ha and Siva Muthaly International Journal of Business Excellence, 2008, vol. 1, issue 1/2, 32-54 Abstract: Although some researchers examine the influences of the relationship between a retailer and its partner, they tend to focus on presenting the differences of impact levels among the influences, or their changeability, despite agreement among researchers that a longitudinal perspective of focusing on process models advances understanding of the relationship and its practical implications. Consequently, this research attempts to build an alternative model of understanding Business-to-Business ('B2B') relationship process, where satisfaction is a key mediator between antecedents of both commitment and trust. This empirical testing supports the alternative theorisation of the role of satisfaction as a cornerstone of building a successful relationship by showing that satisfaction is directly related to trust when all of these constructs are considered collectively. This study provides a possible alternative of B2B relationship process, which enables marketers to capture the mediating role of satisfaction between antecedents and outcomes in the development of the relationship process. Keywords: B2B relationship; satisfaction; cooperation; trust; commitment; retailer-partner relationships; business-to-business. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:1:y:2008:i:1/2:p:32-54 Access Statistics for this article More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd |
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