Title: Alternative retailer-partner relationships: the role of satisfaction

Authors: Hong-Youl Ha, Siva Muthaly

Addresses: Marketing and International Studies, Faculty of Business and Enterprise, Swinburne University of Technology, AGSE 336, P.O. Box 218, Hawthorn, Victoria 3122, Australia. ' Marketing and International Studies, Faculty of Business and Enterprise, Swinburne University of Technology, BA1125, P.O. Box 218, Hawthorn, Victoria 3122, Australia

Abstract: Although some researchers examine the influences of the relationship between a retailer and its partner, they tend to focus on presenting the differences of impact levels among the influences, or their changeability, despite agreement among researchers that a longitudinal perspective of focusing on process models advances understanding of the relationship and its practical implications. Consequently, this research attempts to build an alternative model of understanding Business-to-Business (|B2B|) relationship process, where satisfaction is a key mediator between antecedents of both commitment and trust. This empirical testing supports the alternative theorisation of the role of satisfaction as a cornerstone of building a successful relationship by showing that satisfaction is directly related to trust when all of these constructs are considered collectively. This study provides a possible alternative of B2B relationship process, which enables marketers to capture the mediating role of satisfaction between antecedents and outcomes in the development of the relationship process.

Keywords: B2B relationship; satisfaction; cooperation; trust; commitment; retailer-partner relationships; business-to-business.

DOI: 10.1504/IJBEX.2008.017565

International Journal of Business Excellence, 2008 Vol.1 No.1/2, pp.32 - 54

Published online: 17 Mar 2008 *

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