An Identification-Based Model of Supplier-Retailer Communication |
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| Authors: | Birud G Sindhav Robert F Lusch |
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| Institution: | 1. College of Business Administration, University of Nebraska at Omaha , Omaha, NEbsindhav@unomaha.edu;3. Eller College of Management, University of Arizona , Tucson, AZ |
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| Abstract: | ABSTRACT The theoretical basis of the current thinking on supplier-retailer communication is refined and an alternative model is offered and empirically tested. It is argued and empirically demonstrated that identification is an important mediator in bringing about relational outcomes in a supplier-retailer relationship. Specifically, collaborative communication (higher rather than lower frequency, informality, bidirectionality, and indirectness of communication) from the suppliers is found to be positively related to their coordination with the retailers directly and indirectly through identification, trust, and commitment. |
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| Keywords: | Buyer–seller relationships communication commitment coordination identification marketing channels trust |
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