Abstract
![CDATA[With the increasing interest in business relationship issues, relationship value has emerged as an important aspect. What makes a business relationship valuable for the standpoint of the customer has become critical for supplier. The present paper reviews the alternative conceptualizations and measurement approaches of relationship value proposed in the literature of business-to-business marketing, and discusses that the existing measures are inadequate as the nature of value drivers and the mechanism of value creation is not addressed in-depth. There is a need to further research the concept of business relationship value to investigate its nature and how it is created, and to develop empirically grounded measures. Indepth interviews with purchasing managers identified nine drivers of relationship value in business-to-business relationships. Drawing on the literature of social psychology and findings of the qualitative research, the present paper suggests a conceptualization of relationship value based on ‘relative weighting’ of the relationship attributes. The paper concludes with implications for the measurement of customer perceived business relationship value.]]
Original language | English |
---|---|
Title of host publication | Engaging the Multiple Contexts of Management: Convergence and Divergence of Management Theory and Practice: Proceedings of the 19th ANZAM Conference, 7-10 December 2005 |
Publisher | ANZAM |
Number of pages | 1 |
ISBN (Print) | 1740882458 |
Publication status | Published - 2005 |
Event | Australian and New Zealand Academy of Management Conference - Duration: 1 Jan 2006 → … |
Conference
Conference | Australian and New Zealand Academy of Management Conference |
---|---|
Period | 1/01/06 → … |
Keywords
- marketing
- business enterprises
- relationships
- suppliers
- consumers
- qualitative research