Title: Antecedents and postcedents of satisfaction in business relationships in Canada

Authors: David Hutchinson; Jang Singh; Göran Svensson; Tore Mysen

Addresses: Odette School of Business, University of Windsor, Windsor, ON, N9B 3P4, Canada. ' Odette School of Business, University of Windsor, Windsor, ON, N9B 3P4, Canada. ' Oslo School of Management, P.O. Box 1195, Sentrum, 0107, Oslo, Norway. ' Oslo School of Management, P.O. Box 1195, Sentrum, 0107, Oslo, Norway

Abstract: This paper reports the findings of an investigation of whether trust and commitment influence satisfaction, and whether satisfaction then influences specific investments, opportunism, and formalisation. Using data collected in a survey of Canadian managers and executives, a model derived from marketing theory and previous empirical research was tested. The model includes both relationship marketing concepts and transaction cost theory concepts, an approach rarely encountered in existing studies. Satisfaction in an exchange relationship is formed by keeping promises in an iterative process, and serves as a safeguard against possible future risks (e.g., opportunism). Finally, we discuss the limitations of the study.

Keywords: business relationships; quality; trust; commitment; satisfaction; specific investments; opportunism; formalisation; Canada; relationship marketing; transaction cost theory.

DOI: 10.1504/IJLEG.2011.044960

International Journal of Logistics Economics and Globalisation, 2011 Vol.3 No.4, pp.189 - 209

Published online: 29 Nov 2014 *

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