The Role of Retail Equity,Value and Relational Benefits in Building B2B Relationships in Retailing

Abstract

The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers related to percentage of purchases from the main supplier. Through a personal survey to retail store managers regarding their relationships with their main suppliers, a structural equation model is estimated through PLS to test the hypothesized relations between retail equity, value, relational benefits, trust, and commitment. A multi-group analysis is performed to test the moderating role of the percentage of purchases from the main supplier. Three types of relational benefits identified have unequal influence on relationship value. In particular, special treatment benefits and social benefits, together with retail equity, emerge as the main drivers of value in the relationship between retailers and their main suppliers. The percentage of purchases from the main supplier plays a moderating role in some of these relations. This research provides evidence in the sense that, in the relations held by retailers with their main suppliers, retail equity contributes to relationship value creation. Relational benefits are relevant in building B2B relations since special treatment and social benefits have a positive influence on value that is positively related to trust and commitment. To build strong relations with their customers, suppliers of retailers should mainly concentrate their efforts on building brand equity and providing evidence of the existence of special treatment benefits beyond the service delivered, in view of its ultimate influence on customer trust and commitment.     

Knowledge transfer in the context of buyer–supplier relationship: An analysis of a supplier's customer portfolio

In the context of buyer–supplier relationship, the present study will not only analyse the role of formal and informal mechanisms to transfer knowledge but also the direct and moderating effect of trustworthiness, as relational dimensions, to understand how customers acquire knowledge from suppliers. The results related to a sample of 105 customers belonging to a medium-sized Italian manufacturer's customer portfolio show that both formal and informal transfer mechanisms positively impact knowledge acquisition. Trustworthiness positively moderates the effect of informal transfer mechanisms and negatively moderates the effect of formal transfer mechanisms on knowledge transfer. Some considerations regarding the customer portfolio are suggested to enhance our understanding of the effectiveness of knowledge transfer mechanisms in relation to different trustworthiness contexts.     

供应商专项投资与感知的合作风险:关系发展阶段与控制机制的调节作用研究

This study examines the dynamic nature of suppliers’ perceived relational risks arising from transaction-specific investments (TSIs) in their relationship with manufacturers, and the moderating effects of contracts and relational norms, during the developmental process of manufacturer-supplier relationship. An empirical study was conducted with data collected from 261 suppliers and manufacturers in the Chinese consumer electronic appliances sector. We found that suppliers’ TSIs have a positive effect on their perceived relational risks, and in different phases of a relationship effect varies significantly. Results of the research also show that both contracts and relational norms have negative moderating effects on the relationship between suppliers’ TSIs and their perceived relational risks, and moderating effects during are different across various phases of a relationship. Translated from Zhongguo Guanli Kexue 中国管理科学 (Chinese Management Science), 2006, 14(1): 30–36     

Interactive effects of information exchange,relationship capital and environmental uncertainty on international joint venture (IJV) performance: An emerging markets perspective

Prior research on the role of international joint ventures (IJV) in the emerging markets generally ignores the impact of information exchange on IJV performance as well as the mediating role of relationship capital (a key measure of competitive dynamics and co-evolution) and the moderating impact of environmental uncertainty in this process. This paper addresses these important research gaps by exploring the direct effect of information exchange on IJV performance as well as indirect (mediated) effect through mutual trust and reciprocal commitment, two key components of relationship capital. In addition, this paper investigates the role of environmental uncertainty as a moderator of these mediating effects. Results from a study of 205 contractual IJVs in China, a highly competitive and dynamic emerging market, show that foreign and local partners collaborate and co-evolve through regular information exchange that helps them build relationship capital with each other in the form of mutual trust and reciprocal commitment, which in turn leads to better IJV performance. In addition, environmental uncertainty negatively moderates (weakens) the positive effects of information exchange on mutual trust and reciprocal commitment but not their impact on IJV performance. The authors discuss the implications of these findings for future research on the role of relationship capital in the successful formation and management of IJVs in the emerging markets.     

Retail relationships and store loyalty: A multi-level perspective

An important factor in retail store loyalty is interpersonal relationships between retail salespeople and customers. However, relationships can also exist at the person-to-store level. This paper examines the linkages between trust in a salesperson, trust in the store, and repeat purchase intention. A model of store loyalty which includes relationships at both the person-to-store as well as person-to-person level is tested. The findings reveal that for those with an interpersonal relationship, trust and commitment to the salesperson are directly linked with purchase intention as well as indirectly through store attitude. For customers without a salesperson relationship, trust in the store leads to loyalty indirectly through store attitude, but does not have a direct impact on purchase intention. The results illustrate the existence of multi-level relationships between customers and stores and how those relationships link to store loyalty. The research adds to our understanding of the complexity of relationship retailing, while providing further evidence of the value of generating and maintaining interpersonal relationships as a retail strategy.     

B2C网购环境下的顾客满意度与顾客忠诚度研究

通过对广州市各个高校共342位同学的实地和网上问卷调查,考察了B2C网购环境下的顾客信任在顾客满意度对顾客忠诚度之间关系的中介作用以及性别差异对该关系的调节效应。研究结果显示,在B2C网购环境下：顾客满意度对顾客忠诚有正向影响;顾客信任在顾客满意度与顾客忠诚的关系中具有中介作用;性别差异在顾客满意度与顾客忠诚度的关系中没有调节效应。     

Formation of Reputation in Business Markets

ABSTRACT

Purpose: This study adopts a relational perspective on reputation. We investigate how relationship characteristics impact a customer’s judgment of supplier reputation. We include characteristics at both the interfirm and interpersonal levels, and we additionally link these characteristics to interfirm trust in order to explore similarities and differences between reputation and interfirm trust.

Methodology/approach: A survey was conducted among firms in the Norwegian offshore oil and gas industry. We assessed the measurement model and tested the hypotheses by applying LISREL.

Findings: The results show that the customer’s dependence on the supplier, common knowledge, and interpersonal trust are positively related to reputation, while opportunism is negatively related to reputation. Reputation is positively linked to interfirm trust, and both reputation and interfirm trust impact the customer’s satisfaction with the supplier.

Research implications: This study sheds light on the role of relational mechanisms in reputation formation. It suggests that reputation primarily consists of cognitive components, while interfirm trust consists of more affective components. Reputation is an important factor in developing interfirm trust.

Practical implications: This study underscores the importance of a firm’s core relationships to customers for developing its reputation. Managers need to carefully develop their relationships to customers in such a way that these relationships are consistent with and confirm the reputation they want to build.

Originality/value: The study supports the view that relational characteristics play important roles in the formation of reputation in business markets.     

An investigation of relationship learning in cross-border buyer–supplier relationships: The role of trust

This paper investigates the factors influencing relationship learning in cross-border buyer–supplier relationships. A conceptual model is developed by integrating organizational learning theory, relational governance and the resource-based view. Based on a cross-sectional sample of 160 firms in the information technology industry and a structural equation model, the findings show that learning intent, absorptive capacity and cross-cultural differences influence relationship learning. This study further addresses the moderating effects of trust.     

Does inter-firm learning and trust promote firm innovativeness?

This paper elaborates on a theoretical framework that assesses the effects of inter-firm trust and learning on firm’s subsequent innovation output. We argue that joint problem solving arrangements play an intermediate role in firm innovativeness by promoting the sharing of complex and difficult-to-codify knowledge and information. Using survey data from a sample of 194 firms from the mainland of China, we find that inter-firm trust and learning have positive impacts on both buyer innovativeness and seller innovativeness. It is also found that there is a positive interactive relationship between trust and learning. Furthermore, their inter-effect and complementarity facilitate innovativeness by promoting joint problem solving at the firm level. Based on these findings, theoretical and managerial implications are discussed.     

Determinants of switching intention from web-based stores to retail apps: Habit as a moderator

Online retailers seek to motivate their customers to switch from web-based stores to retail apps as using the latter as a shopping channel has many benefits for retailers compared to web-based stores. This study aims to examine the drivers of customers' intention to switch from web-based stores to retail apps by applying the Stimulus-Organism-Response (S–O-R) model. The moderating role of habit was investigated. Data were collected from 389 Malaysian individuals through an online survey and analysed using the partial least squares technique. The results indicated that performance expectancy has a significant influence on switching intention and is driven by mobile characteristics. Furthermore, effort expectancy has a positive effect on both performance expectancy and switching intention and is triggered by visual complexity and aesthetic quality. The moderating effects of habit on the associations between performance expectancy, effort expectancy and switching intention were not supported. The findings extend the literature on retail apps by exploring the switching intention drivers and testing the moderating effect of culture, which have received less attention. The results enable retail apps' developers and marketers to strategise retail apps development and marketing activities in a way that encourages current web-based stores’ customers to use retail apps as a better alternative.     

好的表演需要好的观众——顾客察觉准确性在员工情绪劳动影响中的作用

基于385对顾客和员工的问卷调查的配对数据，考察了员工的情绪劳动如何影响顾客的信任和忠诚，以及顾客察觉准确性在其中的调节作用。研究结果表明员工的深层表演会促进顾客的信任，进而促进顾客忠诚；顾客对深层扮演的高察觉准确性会加强员工的深层扮演与顾客信任之间的正向关系，而当顾客对表面扮演察觉准确性低时，员工的表面扮演会对顾客信任有正向的影响；顾客的深层/表面扮演察觉准确性加强了深层/表面扮演、顾客信任和忠诚之间的中介效应。研究帮助从情绪的视角更好地理解服务情境中信任的前因变量，发现顾客的察觉准确性在情绪劳动影响过程中的重要作用，有助于服务企业从情绪劳动的角度来建立顾客信任和忠诚。     

Dynamics of Customer Response to Promotional and Relational Direct Mailings from an Apparel Retailer: The Moderating Role of Relationship Strength

Although direct mails have traditionally been used to sell a product or service, they can also be effective in enhancing retailer-customer relationships. This study examines how customers respond to ‘promotional’ (‘call to action’) and ‘relational’ (‘retailer-image enhancement’) direct mailings. The study develops a model that includes: (i) the dynamic effects of both types of direct mailings over time; and (ii) the moderating role of strength of the relationship that a customer enjoys with the retailer. Past purchase behavior is also considered. The model is then used in a study of customers of a Belgian apparel retailer. The results show that relational mailings positively affect customer response, irrespective of when they are sent. In contrast, the effects of promotional mailings are less clear-cut: although they work well in the short term, their effects can vary in the longer term. In addition, the study finds that a direct-mailing strategy should be planned in accordance with the strength of the relationship between the retailer and the target customers. The results of the study provide valuable insights for retailers in optimizing the effectiveness of their direct-mail initiatives.     

Knowledge management,relational learning,and the effectiveness of innovation outcomes

This paper proposes a conceptual model to test the moderating effect of relational learning on the link between knowledge strategies and innovation. To accomplish this, this study is carried out on healthcare organizations. It has been generally accepted that both explicit and tacit knowledge play a basic role in organizational innovation. However, although there are plenty of research works that study the existing relationship between knowledge management (KM) and the effectiveness of the innovation process, there are certain peculiarities with regard to this link, which have yielded some inconclusive results. This paper revisits this research topic with data on KM, relational learning and innovation outcomes from a sample of Spanish hospitals. The results show that a deep and broad knowledge base leads to better innovation outcomes. In addition, this study found that hospitals and/or units that invest and involve themselves in relational learning mechanisms are more likely to foster innovations.     

Supplier Role Conflict: An Investigation of Its Relational Implications and Impact on Supplier Accommodation

Existing research on supply chain relationships suggests that one of the underlying tensions between supply chain partners is that of opposing perspectives and goals in the customer?supplier relationship. In today's business world with requirements in constant flux, suppliers are often asked to accommodate “special” requests made by their customers, not part of the contractual agreement. Suppliers frequently fill requests to protect the relationship with the customer, even if they fall outside of what they consider their role as a supplier. Issues of supplier role conflict emerge when customers and suppliers have different views of what the supplier's role should entail. There is little research examining the potential for supplier role conflict in supply chains. Specifically, this research draws on literature from multiple disciplines to consider supplier role conflict that may stem from accommodation and the impact of this role conflict and supplier accommodation on the supply chain relationship and future accommodation behavior. Hypotheses are tested using two scenario‐based experiments. Results suggest that supplier adaptation and flexibility both have positive relational effects. If suppliers perceive accommodation requests as outside of their contracted role, supplier role conflict can have detrimental effects on the supplier's relationship perceptions and their willingness for future accommodation.     

高层管理者关系对创业导向的影响机制研究——一个有中介的调节模型

创业导向是企业价值增值,实现增长的战略选择.本文以机会获取为中介变量,以环境不确定性为调节变量,构建了一个有中介的调节效应模型,旨在揭示高层管理者关系对企业创业导向的影响机制.基于210家成熟企业数据的实证研究结果表明:高层管理者商业关系、政治关系对企业创业导向有正向影响,机会获取在高层管理者商业关系、政治关系与创业导向间发挥完全中介作用;环境不确定性削弱了高层管理者商业关系、政治关系对企业机会获取的直接效应,从而弱化了其对创业导向的间接效应.     

Moderating Effect of Relationship Life Cycle in Long-Term Orientation of Firm-Supplier Relationships

Abstract

The study of the long-term orientation of the commercial relationships established between companies and their suppliers is a topic of great interest at the present time. But although many authors have analyzed this temporal orientation, few have examined its dynamic nature. Moreover, there are no previous studies looking at the moderating effect of the relationship life cycle on the factors determining the temporal orientation of these relationships, comparing how some antecedents could have different effects depending on the specific stage the relationship has reached.

Thus, in the context of the Spanish agro-food sector, the current work examines this moderating effect, considering the industrial customers' point of view. Specifically, we analyze the effect of the initial stage compared with the intermediate stage of the life cycle on a set of antecedent factors of this long-term orientation. Our research offers important implications for the management of elements such as communication, cooperation, trust, satisfaction and commitment.     

The Impact of Paternalistic Leadership on Ethical Climate: The Moderating Role of Trust in Leader

The purpose of this empirical study is to investigate the effect of paternalistic leadership (PL) on ethical climate and the moderating role of trust in leader. Convenience sampling is used as a sampling procedure and the data were obtained from 227 Turkish employees. The findings indicated that PL had some effect on ethical climate. Furthermore, partial support was found for the moderating effect of trust in leader on the relationship between PL and ethical climate. The results of the study showed the importance of PL on employees in following company rules and procedures and showing a sense of responsibility and care to customers, community, and others in the organization.     

Asset specificity roles in interfirm cooperation: Reducing opportunistic behavior or increasing cooperative behavior?

Extant research offers two alternative mechanisms for relating the asset specificity of a cooperative relationship to partnership performance. Transaction cost economics argues that the specific assets invested in a partnership increase the hazards of opportunism. As firms select appropriate governance structures to reduce opportunistic behavior, performance increases. On the other hand, relational exchange theory suggests that asset specificity enhances the trust between partners, which in turn leads to more cooperative behavior and higher partnership performance. This paper tests both mechanisms simultaneously on a sample of procurement relationships between Hong Kong trading firms and their Chinese suppliers using SEM methods. Our results support the predictions of relational exchange theory more than those of transaction cost economics. The paper also discusses the role of the Chinese context on theory application.     

Maintaining a committed online customer: A study across search-experience-credence products

The goal of relationship marketing is to build and maintain a committed, loyal relationship between a customer and an organization. Although studies have discussed the types of relational bonds that enhance customer loyalty, empirical research that focuses on the application of relational bonds in a virtual environment is relatively sparse. In response, this study investigates the effects of various relational bonds on customer commitment across search-experience-credence goods/services on Internet. The results suggest that financial, social, and structural bonds have positive impacts on customer commitment. In addition, financial bonds are more successful in strengthening customer commitment for search goods/services than for experience or credence goods/services. Structural bonds are more important for credence and experience goods/services than for search goods, and social bonds are almost equally important for all three types of goods/service.     

Relationship-based product innovations: Evidence from the global supply chain

Global supply chains offer a range of expertise to suppliers interested in generating innovative new products through capitalizing on the closeness of their working relationships with other firms. However, current knowledge on whether and how relational capital between firms can be leveraged for innovation is equivocal, conceptualizing little of the underlying processes responsible for mobilizing relational capital, as well as yielding mostly contradictory empirical results. This study proposes and tests the intermediate mechanisms of proactive customer orientation and joint learning capability as two distinctive capabilities that may account for how relational capital drives relationship-based innovation. Our conceptual model posits that the relational capital–innovation link is neither simple nor direct. An empirical test on 204 Taiwanese suppliers demonstrates the complexity of the innovation generation process. Two pathways from relational capital to innovation are revealed: joint learning capability fully mediates the link, whereas the role of proactive customer orientation is moderated by aspects of the suppliers' ties to their international customers; our theory is thereby largely confirmed. Finally, implications for the theory and practice of innovation in global supply chain relationships are drawn.