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

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

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

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 language	English
Title of host publication	Marketing: 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.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	8
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

success in business
marketing
business networks
relationship marketing
consumers
suppliers

Cite this

Sharma, N., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization. In Marketing: 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. Promaco Conventions for the ANZAM 2008 Conference.

Sharma, Neeru ; Spanjaard, Daniela ; Denize, Sara M. et al. / Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization. Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

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

abstract = "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.",

keywords = "success in business, marketing, business networks, relationship marketing, consumers, suppliers",

author = "Neeru Sharma and Daniela Spanjaard and Denize, \{Sara M.\} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: 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.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

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Sharma, N, Spanjaard, D, Denize, SM & Sharma, N 2008, Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization. in Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization. / Sharma, Neeru; Spanjaard, Daniela; Denize, Sara M. et al.
Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

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AU - Denize, Sara M.

AU - Sharma, Neeru

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AB - 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.

KW - success in business

KW - marketing

KW - business networks

KW - relationship marketing

KW - consumers

KW - suppliers

UR - http://handle.uws.edu.au:8081/1959.7/45326

M3 - Conference Paper

SN - 1863081445

BT - Marketing: 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.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Sharma N, Spanjaard D, Denize SM, Sharma N. Modelling the moderating effect of consumer attractiveness and relationship commitment on supplier's perceptions of value realization. In Marketing: 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.. Promaco Conventions for the ANZAM 2008 Conference. 2008

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

Abstract

Conference

Keywords

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