An investigation into commitment in non-Western industrial marketing relationships |
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Authors: | Leonard V Coote Edward J Forrest Terence W Tam |
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Affiliation: | a School of Business, University of Queensland, Brisbane, Qld 4072, Australia b College of Business and Public Policy, University of Alaska-Anchorage, Anchorage, AK 99508, USA c School of Marketing, Griffith University, Nathan, Qld 4111, Australia |
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Abstract: | This paper reports an investigation into the antecedents of commitment in non-Western industrial marketing relationships. The authors draw the antecedents from extant literature and posit that commitment is related to trust (integrity and reliability), communication quality, conflict, and similarity (social, ethnic, and economic). It is further argued that trust mediates the effects of communication, conflict, and similarity on commitment. As an extension, the authors examine the moderating effects of normative contracts (an implicit understanding of roles and responsibilities) on the construct interrelationships. The hypotheses are tested using data collected from approximately 150 industrial marketing relationships sampled from overseas Chinese firms. The results generally support the authors' framework; however, the mediating hypotheses are not supported. There is evidence of systematic differences in the effects of the studied antecedents on commitment and trust. Furthermore, a multigroup analysis provides evidence of significant moderating effects due to contracting mode. The study provides new insights into the theory and practice of industrial marketing. |
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Keywords: | Industrial marketing Asian business relationships Normative contract |
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