KEY DRIVERS FOR THE DEVELOPMENT AND MAINTENANCE OF BUSINESS-TO-BUSINESS (B2B) RELATIONSHIP: A REVIEW

Authors

  • Partha Prasad Chowdhury Department of Marketing, American International University-Bangladesh (AIUB), House 83/B, Road 04, Kamal Ataturk Avenue, Banani, Dhaka 1213, Bangladesh, Bangladesh

DOI:

https://doi.org/10.53808/KUS.2016.13.1.1403-M

Keywords:

Chaotic marketplace, sustainable competitive advantage, Business-to-Business relationship

Abstract

Marketing literature suggests that developing and maintaining business-to-business (B2B) relationship is very much important to gain sustainable competitive advantage; however literature detailing with key drivers of developing B2B relationship is scarce. This study thus endeavours to fill the gap by integrating the concept of key drivers for B2B relationship. Many drivers may help the development and maintenance of B2B relationship. But there are some common and key drivers that play the major role in the development and maintenance of their relationship. The study indicates that key drivers of B2B relationship are trust and commitment, communication, dependence, IT and market/customer orientation, customer satisfaction, opportunism. The study suggests marketing practitioners some guidelines to develop long-lasting relationship with their business customers who can be used as a differentiator.

Downloads

Download data is not yet available.

References

Aaker, D.A. and McLoughlin, D. 2007. Strategic Marketing Management. Chichester: John Wiley & Sons, Ltd

Aasrup, J.; Grant, D.J. and Bjerre, M. 2007. Value Creation and Category Management through Retailer–Supplier Relationships. Int. Rev. of Retail, Distribution and Consumer Research, 17(5): 523 – 541

Anderson, E. 1988. Transaction costs as determinants of opportunism in integrated and independent sales forces. Journal of Economic Behavior and Organization, 9: 247–264

Anderson, E. and Weitz, B. 1992. The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 29(1):18

Anderson, E. and Weitz, B, (1989). Determinants of continuity in conventional industrial channel dyads. Journal of the Academy of Marketing Science, 8: 310– 23

Anderson, J. C. and Narus, J. A. 1990. A Model Of Distributor Firm And Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1): 42

Anderson, E. W., Fornell, C., and Lehmann, D. R. 1994. Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58: 53−66

Anderson, R. E. and Swaminathan, S. 2011. Customer Satisfaction and Loyalty in E‑Markets: A PLS Path Modelling Approach. Journal of Marketing Theory and Practice, 19(2): 221-234

Arnott, D.C. 2007. Trust – current thinking and future research. European Journal of Marketing, 41(9/10): 981-987

Athanassopoulou, P. 2006. Determining Relationship Quality in the Development of Business-to-Business Financial Services. Journal of Business To Business Marketing, 13(1): 87-120.

Beugelsdijk, S.; Koen, C. and Noorderhaven, N. 2009. A dyadic approach to the impact of differences in organizational culture on relationship performance. Industrial Marketing Management, 38: 283–299

Bolton, R. N. 1998. A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science 17(1): 45−66

Bolton, R.N.; Lemon, K.N. and Verhoef, P.C. 2008. Expanding Business-to-Business Customer Relationships: Modelling the Customer’s Upgrade Decision. Journal of Marketing, 72 : 46–64

Bucklin, L. P. and Sengupta, S. 1993. Organizing Successful Co-Marketing Alliances’, Journal of Marketing 57: 32-46

Cannon, J.P.; Achrol, R.S. and Gundlach, G.T. 2000. Contracts, Norms, and Plural Form Governance’, Journal of the Academy of Marketing Science, 28: 180–194

Celly, K.S. and Frazier, G.L. 1996. Outcome-based and behaviour-based coordination effort in channel relationships. Journal of Marketing Research, 33(2): 200–210

Chowdhury, P. P. 2012. Antecedents and Consequences of Trust and Commitment in B2B Relationship: A Review of Literature. Indore Management Journal, 4(2): 49-63

Chung, J., Jin, B. and Sternquist. B. 2007. The Role of Market Orientation in Channel Relationships When Channel Power is imbalanced. Int. Rev. of Retail, Distribution and Consumer Research, 17(2): 159 – 176

Dahlstrom, R. and Boyle, B. A. 1994. Behavioral antecedents to intrinsic motivation in capital equipment exchange relationships. Journal of Applied Business Research,10: 51–63

Das, T and Teng, B.S. 2000. A resource based theory of strategic alliances. Journal of Management, 26(1): 31-61

Day, G.S. 1994. The capabilities of market driven organisations. Journal of Marketing, 58(4): 37.

Day, G.S. and Montgomery, D.B. 1999. Charting New Directions for Marketing. Journal of Marketing, 63 (Special): 3-13

Denize, S. and Young, L. 2007. Concerning trust and information. Industrial Marketing Management, 36: 968–982

Dwyer, F.R.; Schurr, P.H and Oh, S. 1987. Developing Buyer-Seller Relationships. Journal of Marketing, 51(2): 11

Eppen, G. D.; Hanson, W. and Martin, R. K. 1991. Bundling-New products, new markets, low risk. Sloan Management Review, 32(4): 7–14

Faisal, M. N.; Banwet, D.K. and Shankar, R. 2006. Mapping supply chains on risk and customer sensitivity dimensions. Industrial Management & Data Systems, 106 (6): 878-895

Fornell, C. 1992. A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56: 6−21

Fornell, C.; Johnson, M.D.; Anderson, E.W; Cha, J. and Bryant, B.E. 1996. American Customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4): 7-18.

Frasquet, M.; Cervera, A. and Gil, I. 2008. The impact of IT and customer orientation on uilding trust and commitment in the supply chain. The International Review of Retail, Distribution and Consumer Research, 18(3): 343–359

Frooman, J. 1999. Stakeholder influence strategies. The Academy of Management Review, 24(2): 191-205

Ganesan, S. 1994. Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2): 1

Gil, I.; Berenguer, G. and Cervera, I. 2008. The roles of service encounters, service value, and job satisfaction in achieving customer satisfaction in business relationships. Industrial Marketing Management, 37: 921–939

Gounaris, S.P. 2005. Trust and commitment influences on customer retention: insights from business-to-business services. Journal of Business Research, 58: 126–140

Grayson, K. 2007. Friendship Versus Business in Marketing Relationships. Journal of Marketing, 71: 121–139

Gronroos, C. 1994. From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision, 32(2):.4-20

Grzeskowiak, S.; Blut, M. and Kenning, P. 2007. Market Orientation in Vertical Business Networks. Journal of Marketing Channels, 14(3):

Gummesson, E. 2003. Total Relationship Marketing. Butterworth Heinemann, London

Hamel, G. and Prahalad, C.K. 1989. Strategic intent. Harvard Business Review, 67(3):63

Hamel, G. 1996. Strategy as revolution. Harvard Business Review, 74(1): 69

Hawkins, T.; Knipper, M.G. and Strutton, D. 2009. Opportunism in Buyer-Supplier Relations: New Insights from Quantitative Synthesis. Journal of Marketing Channels, 6(1): 43-75

Hawkins, T.G.; Wittmann, C.M. and Beyerlein, M.M. 2008. Antecedents and consequences of opportunism in buyer–supplier relations: Research synthesis and new frontiers. Industrial Marketing Management, 37: 895–909

Hawkins, T.; Knipper, M.G. and Strutton, D. 2009. Opportunism in Buyer-Supplier Relations: New Insights from Quantitative Synthesis. Journal of Marketing Channels, 6(1): 43-75

Heide, J. B. and Wathne, K. H. 2006. Friends, Businesspeople, and Relationship Roles: A Conceptual Framework and a Research Agenda. Journal of Marketing, 70: 90–103

Hennig-Thurau, T.; Gwinner, K. P. and Gremier, D.D. 2002. Understanding Relationship Marketing Outcomes. Journal of Service Research, 4(3): 230-244

Herna´ ndez-Espallardo, M. and Arcas-Lario, N. 2008. Outcome- and behaviour-control in distribution partnerships: the role of trust and dependence and their effects on performance.The International Review of Retail, Distribution and Consumer Research, 18(1): 63–86.

Hibbard, J. D.; Kumar, N. and Stern, L. W. 2001. Examining the Impact of Destructive Destructive Acts in Marketing Channel Relationships. Journal of Marketing Research, 38: 45–61

Hollensen, S. 2007. Global Marketing. Harlow: Prentice Hall Hunt, S.D, and Arnett, D.B. 2006. The explanatory foundations of relationship marketing Theory. Journal of Business and Industrial Marketing’, 21(2): 72-87

Hunt, S.D. and Derozier, C. 2004. The normative imperatives of business and marketing strategy: grounding strategy in resource-advantage theory. Journal of Business & Industrial Markets, 19(1): 5-22 http://en.wikipedia.org/wiki/resourcebased_view (accessed on: 04/02/2009)

Jap, S.D. and Ganesan. S. 2000. Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment. Journal of Marketing Research, 37: 227-245

John, G. 1984. An empirical investigation of some antecedents of opportunism in a Marketing Channel. Journal of Marketing Research, 21: 278–289

Jüttner, U. and Wehrli, H. P. 1994. Competitive Advantage: Merging Marketing and the Competence-based Perspective. Journal of Business & Industrial Marketing, 9(4): 42-53

Kingshott, R. P. J. 2006. The impact of psychological contracts upon trust and commitment within supplier–buyer relationships: A social exchange view. Industrial Marketing Management, 35: 724−739

Kotler, P. and Levy, S. J. 1969. Broadening The Concept of Marketing. In Enis B.M.; Cox . and Mokwa. M (eds) Marketing Classics. Prentice Hall, N.J. 1995; 44-52

Kumar, N.; Stern, L. W. and Achrol, R. S. 1992. Assessing Reseller Performance from the Perspective of the Supplier. Journal of Marketing Research, 29: 238-53

Lai, C. S.; Liu, S. S.; Yang, C. F.; Lin, H. W. and Tsai, H. W. 2005. Governance mechanisms of opportunism: Integrating from transaction cost analysis and relational exchange theory. Taiwan Academy of Management Journal, 5(1): 1–24

Lai, C.; Pai, D.; Yang, C. and Lin, H. 2009. The effects of market orientation on relationship learning and relationship performance in industrial marketing: The dyadic perspectives. Industrial Marketing Management, 38: 166–172

Laaksonen, T.; Pajunen, K. and Kulmala, H.I. 2008. Co-evolution of trust and dependence in customer–supplier relationships. Industrial Marketing Management, 37: 910–20

Lam, S. Y.; Shankar, V.; Erramilli, M. K., and Murthy, B. 2004. Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3): 293−311

Levitt, T. 1960. Marketing Myopia. In Enis BM, Cox K. and Mokwa. MP Marketing Classics. . Prentice Hall, NJ.: 3-21

Levitt, T. 1983. The globalisation of markets. Harvard Business Review, Lewin, J.E. 2009. Business customers' satisfaction: What happens when suppliers downsize?. Industrial Marketing Management, 38: 283–299.

Lian, P.C.S and Laing, A.W. 2007. Relationships in the purchasing of business to business professional services: The role of personal relationships. Industrial Marketing Management, 36: 709–718

Ling-yee, L. 2007. The Effects of Relationship Governance Mechanisms on Relationship Performance: How Do Relationship Learning Processes Matter?. Journal of Marketing Channels, 14(3):

Lohita, R.; Bello, D.C. and Porter, C.E. 2009. Building trust in US–Japanese business relationships: Mediating role of cultural sensitivity. Industrial Marketing Management, 38: 239–252

Lusch, R. F. and Brown, J. R. 1996. Interdependency, Contracting, and relational Behavior in Marketing Channels. Journal of Marketing, 60: 19–38

Macneil, I. R. 1981. Economic analysis of contractual relations: Its shortfalls and the need for a ‘‘rich classificatory apparatus. Northwestern University Law Review, 75(2): 1018–1063

MacMillan, I.C. and McGrath, R. G.1997. Discovering new points of differentiation.Harvard Business Review, 75(4): 13

Mithas, S.; Krishnan, M.S. and Fornell, C. 2005. Why Do Customer Relationship Management Applications Affect Customer Satisfaction? Journal of Marketing, 69: 201-209

Mitra, D, and Golder, P.N. 2002. Whose Culture Matters? Near-Market Knowledge and its impact on Foreign Market Entry Timing. Journal of Marketing Research, 39(3):

Mohr, J. and Nevin, J. R. 1990. Communication Strategies in Marketing Channels: A Theoretical Perspective. Journal of Marketing, 54: 36-51

Mohr, J.; Fisher, R. J. and Nevin, J. 1996. Collaborative Communication in Interfirm Relationships: Moderating Effect of Integration and Control. Journal of Marketing, 60: 103-115

Moorman, C.; Deshpande, R. and Zaltman, G. 1993. Factors affecting trust in market research relationships. Journal of Marketing, 57: 81-101

Moorman, C.; Zaltman, G. and Deshpande, R. 1992. Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organisations. Journal of Marketing Research, 29(3): 314

Morgan, R. M. and Hunt, S.D. 1994. The commitment-trust theory of relationship Marketing. Journal of Marketing, 58: 20

Morgan, R. E. and Strong, C. A. 1998. Market orientation and dimensions of strategic Orientation. European Journal of Marketing, 329(11/12): 1051-1073

Mysen, T.; Svensson, G. and Payan, J. M. 2011. The key role of opportunism in business Relationships. Marketing Intelligence and Planning, 29(4): 436 – 449

Narayandas, D. and Rangan, V. K. 2004. Building and sustaining buyer–seller relationships in mature industrial markets. Journal of Marketing, 68: 63−77

Oliver, R. L.1980. A cognitive model of the antecedents and consequence of satisfaction Decisions. Journal of Marketing Research, 17(4): 460–469.

O’Malley, L. and Tynan, C. 1999. The Utility of the Relationship Metaphor in Consumer Markets: A Critical Evaluation. Journal of Marketing Management, 15: 587-602

Oubina, J.; Rubio, N. and Yague, M. 2006. Relationships of Retail Brand Manufacturers with Retailers. Int. Rev. of Retail, Distribution and Consumer Research, 16(2): 257 – 275

Palmatier, R.W.; Dant, R.P.; Grewal, D. and Evans, K.R. 2006. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, 70: 136–153

Palmatier, R.W.; Dant, R.P. and Grewal, D. 2007. A Comparative Longitudinal Analysis of Theoretical Perspectives of Inter organizational Relationship Performance. Journal of Marketing, 71: 172–194

Penttinen, E and Palmer, J. 2007. Improving firm positioning through enhanced offerings and buyer–seller relationships. Industrial Marketing Management, 36: 552–564

Peterson, R.T. 2006. Improving Relationships with Small Business Buyers: Potential Contributions from Balance Theory. Journal of Marketing Channels, 13(3): 63-77

Porter, M. E. 1996. What is strategy? Harvard Business Review, 74(6): 61

Prahalad, C.K. and Ramaswamy, V. 2000. Co-opting customer competence. Harvard Business Review. 78(1):

Reichheld, F. and Sasser, W.E.J. 1990. Zero defections: Quality comes to services. Harvard Business Review, 68(3): 2-9

Reichheld, F and Teal, T. 1996. The Loyalty Effect. Boston.MA: Harvard business school

Press Riley, D. F. and Chernatony, L. D. 2000. The Service brand as Relationship Builder. British Journal of Management, 11: 137-150

Romar, E.J. 2004. Globalisation, Ethics, and Opportunism: A Confucian View of Business Relationships. Business Ethics Quarterly, 14(4): 663-678

Ross, W.T. Jr. and Robertson, D.C. 2007. Compound Relationships Between Firms. Journal of Marketing, 71: 108–123

Rust, R.T. 2004. If everything is service, why is this happening now, and what difference does it make? Journal of Marketing, 68(1): 23-40

Sanzo, M. J.; Santos, M.L.; Vazquez, R. and Alvarez, L.I. 2003. The role of Market Orientation In Business Dyadic Relationships: Testing an Inegrator model. Journal of Marketing Management, 19: 73-107

Seppanen, R.; Blomqvist, K. and Sundqvist, S. 2007. Measuring inter-organizational trust-a critical review of the empirical research in 1990–2003. Industrial Marketing Management, 36: 249 – 265

Shapiro, B.P. 1988. What the hell is "market-orientated? Harvard Business Review, 66: 119

Sheng, S.; Brown, J.R. and Nicholson, C.Y. 2005. Mediating Role of Communication in Inter- organizational Channels. Journal of Marketing Channels, 13(2): 52-80

Sheth, J. N. and Parvatiyar 1995. Relationship marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4): 255-271.

Skarmeas, D. 2006. The role of functional conflict in international buyer–seller relationships: Implications for industrial exporters. Industrial Marketing Management, 35: 567

Skarmeas, D.; Katsikeas, C.S. and Schlegelmilch, B.B. 2002. Drivers of Commitment and its Impact on Performance in Cross-Cultural Buyer-Seller Relationship: The Importer’s Perspective. Journal of International Business Studies, 33(4):757

Siguaw, J. A.; Simpson, P. M. and Baker, T. L. 1998. Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective. Journal of Marketing, 62: 99–111

Sindhav, B.G. and Lusch, R.F. 2008. An Identification-Based Model of Supplier-Retailer Communication. Journal of Marketing Channels, 15(4):

Slater, S.F. and Narver, J.C. 1999. Market oriented is more than being customer-led. Strategic Management Journal, 20(12): 1165-68

Smith, J. B. and Barclay, D.W. 1997. The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationship. Journal of Marketing,61(1):

Smyth, H and Fitch, T. 2009. Applications of relationship marketing and management: a large contractor case study. Construction management and Economics, 27(2): 399-410

Stremersch, S.; Wuyts, S. and Frambach, R. 2001. The purchasing of full-service contracts: An exploratory study within the industrial maintenance market. Industrial Marketing Management, 30: 1–12

Stremersch, S., and Tellis, G. J. 2002. Strategic bundling of products and prices: A new synthesis for marketing. Journal of Marketing, 66(1): 55–72

Ting, S.; Chen, C. and Darrell E. Bartholomew, D. E. 2007. An integrated study of Entrepreneurs’ opportunism. Journal of Business & Industrial Marketing, 22(5):322- 35

Trout, J. and Ries, A.L. Positioning Cuts Through Chaos in the Marketplace. In Enis BM, Cox K. and Mokwa. MP. (eds) Marketing Classics, Edited by Prentice Hall, NJ.: 234-250

Ulaga, W. and Eggert, A. 2006. Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status. Journal of Marketing, 70: 119–136

Wathne, K. H. and Heide, J. B. 2000. Opportunism in interfirm relationships: Forms, outcomes, and solutions. Journal of Marketing, 64: 36–51

Williamson, O.E. 1985. The economic institutions of capitalism. New York: Free Press.

Williamson, O.E. 1979. Transaction cost economics: The governance of contractual Relations. Journal of Law and Economics: 231-261

Williamson, O.E. 1975. Markets and hierarchies: Analysis and antitrust implications. New York: Free Press

Zaheer, A.; McEvily, B. and Perrone, V. 1998. Does Trust Matter? Exploring the Effects of Inter-organizational and Interpersonal Trust on Performance. Organization Science, 9(2): 141

Downloads

Published

27-05-2016

How to Cite

[1]
P. P. . Chowdhury, “KEY DRIVERS FOR THE DEVELOPMENT AND MAINTENANCE OF BUSINESS-TO-BUSINESS (B2B) RELATIONSHIP: A REVIEW ”, Khulna Univ. Stud., pp. 79–96, May 2016.

Issue

Section

Management and Business Studies

Similar Articles

<< < 4 5 6 7 8 9 10 11 12 > >> 

You may also start an advanced similarity search for this article.