The bonding effects of relationship value and switching costs in industrial buyer-seller relationships: an investigation into role differences

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aut.researcherBaxter, Roger Arthur
dc.contributor.authorGeiger, I
dc.contributor.authorLefaix-Durand, A
dc.contributor.authorSaab, S
dc.contributor.authorKleinaltenkamp, M
dc.contributor.authorBaxter, RA
dc.contributor.authorLee, Y
dc.date.accessioned2012-01-31T00:20:12Z
dc.date.available2012-01-31T00:20:12Z
dc.date.copyright2011
dc.date.issued2011
dc.description.abstractDespite the established importance of buyer-seller relationships on B-to-B markets, research to determine the differential effects that keep suppliers and customers in a relationship has been scarce. Referring to transaction cost analysis, this study investigates how switching costs and relationship value as perceived by each side unfold their bonding forces in such a relationship. Based on a large scale survey among marketing/sales and purchasing managers, the study shows that relationship value has a stronger impact on intentions for relationship enhancement, search for alternatives and switch intention than switching costs for both buyers and sellers. Only with regard to relational tolerance and only for buyers do switching costs play a greater role than relationship value. Furthermore, buyers base their future relationship intentions more on the current state of the relationship than suppliers. Our results suggest that role differences must be taken into account when studying institutional arrangements in B-to-B markets.
dc.identifier.citationIndustrial Marketing Management
dc.identifier.doi10.1016/j.indmarman.2011.11.013
dc.identifier.issn0019-8501
dc.identifier.urihttps://hdl.handle.net/10292/3323
dc.publisherElsevier: Science Direct
dc.relation.isreplacedby10292/4121
dc.relation.isreplacedbyhttp://hdl.handle.net/10292/4121
dc.rightsCopyright © 2012 Elsevier Ltd. All rights reserved. This is the author’s version of a work that was accepted for publication in (see Citation). Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. The definitive version was published in (see Citation). The original publication is available at (see Publisher's Version)
dc.rights.accessrightsOpenAccess
dc.subjectBuyer-seller relationship
dc.subjectRelationship value
dc.subjectSwitching costs
dc.subjectBuyer role
dc.subjectSeller role
dc.subjectTransaction cost analysis
dc.subjectTransaction value analysis
dc.subjectBehavioral intentions
dc.titleThe bonding effects of relationship value and switching costs in industrial buyer-seller relationships: an investigation into role differences
dc.typeJournal Article
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers/B & L Marketing & Advertising
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