Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization

Neeru Sharma, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

    Research output: Chapter in Book / Conference PaperConference Paper

    Abstract

    ![CDATA[If companies are to enjoy long-term success in the business marketplace, they must effectively manage the relationships with their exchange partners. The knowledge of exchange partner’s capabilities and attitude is crucial to enable the firm to invest their resources in the most efficient and effective way. This paper develops a framework to examine the role of customer attractiveness and customer’s commitment in driving the supplier’s perceptions of value realization in the relationship. This paper argues that customer attractiveness and customer’s commitment may act as moderator in driving supplier’s perceptions of value realization, and develops hypotheses to test the linkages.]]
    Original languageEnglish
    Title of host publicationMarketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
    PublisherPromaco Conventions for the ANZAM 2008 Conference
    Number of pages8
    ISBN (Print)1863081445
    Publication statusPublished - 2008
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • success in business
    • marketing
    • business networks
    • relationship marketing
    • consumers
    • suppliers

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