Antecedents and postcedents of satisfaction in business relationships in Canada

David Hutchinson, Jang Singh, Göran Svensson and Tore Mysen

International Journal of Logistics Economics and Globalisation, 2011, vol. 3, issue 4, 189-209

Abstract: This paper reports the findings of an investigation of whether trust and commitment influence satisfaction, and whether satisfaction then influences specific investments, opportunism, and formalisation. Using data collected in a survey of Canadian managers and executives, a model derived from marketing theory and previous empirical research was tested. The model includes both relationship marketing concepts and transaction cost theory concepts, an approach rarely encountered in existing studies. Satisfaction in an exchange relationship is formed by keeping promises in an iterative process, and serves as a safeguard against possible future risks (e.g., opportunism). Finally, we discuss the limitations of the study.

Keywords: business relationships; quality; trust; commitment; satisfaction; specific investments; opportunism; formalisation; Canada; relationship marketing; transaction cost theory. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ids:injleg:v:3:y:2011:i:4:p:189-209

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