Title: A validation of inputs and outputs of satisfaction in business-to-business relationships through a Nordic comparison
Authors: Anne Rindell; Tore Mysen; Göran Svensson; Anders Billström
Addresses: Marketing Department, Centre for Relationship Marketing and Service Management, Hanken School of Economics, P.O. Box 479, FIN-00101 Helsinki, Finland ' Oslo School of Management, P.O. Box 1195, Sentrum: Kirkegaten 24-26, 0107 Oslo, Norway ' Oslo School of Management, P.O. Box 1195, Sentrum: Kirkegaten 24-26, 0107 Oslo, Norway ' Halmstad University, P.O. Box 823, SE-301 18, Halmstad, Sweden
Abstract: The purpose of this study was to make an international comparison of business-to-business relationships in Finland, Norway, and Sweden. The focus is on testing: a) the validity and reliability of whether trust and commitment have a positive association with satisfaction; b) whether satisfaction has a positive association with the outputs of specific investments, opportunism, and formalisation. This international study consisted of 1,500 companies. The Finnish, Norwegian, and Swedish sampling frame each consisted of the 500 largest companies, based upon revenue, across multiple industries. The response rate was 38%. Based on the tested model, it was validated that: a) the most solid positive relation is between trust and satisfaction; b) the most solid negative relation is between satisfaction and opportunism. The study indicates that companies should focus on and strive toward solid satisfaction in business relationships to reduce the risk of business partners becoming opportunistic. The study validates previous research comparing cross-country inputs and outputs of satisfaction in business relationships.
Keywords: commitment; formalisation opportunism; satisfaction; specific investments; trust; business-to-business; B2B relationships; international comparison; Finland; Norway; Sweden; opportunistic business partners; business relationships.
International Journal of Procurement Management, 2013 Vol.6 No.4, pp.424 - 443
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 11 Jun 2013 *