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 investigates whether satisfaction, in B2B relationships, is a mediating construct between the antecedents, trust and commitment, and subsequent outcomes. Using data from a survey of Canadian managers and executives, the study tested a structural equation model, the trust, commitment, satisfaction (TCS) model, where the antecedent constructs, trust and commitment, are mediated by the satisfaction construct, which in turn influences coordination, cooperation and continuity or 'consequence' constructs. The tested model indicated an acceptable fit, validity and reliability. The analysis in the present study reinforces the argument that satisfaction plays a mediating role in creating enduring relationships in business contexts.
Keywords: business to business; B2B relationships; relationship marketing; quality; trust; satisfaction; commitment; coordination; cooperation; continuity; Canada; business relationships; structural equation modelling.
International Journal of Business Excellence, 2012 Vol.5 No.4, pp.429 - 443
Published online: 14 Jul 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article