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What drives the creation and distribution of the relationship value “pie”? A transaction cost theory and social exchange theory approach

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posted on 2023-06-09, 01:01 authored by Ngoc LuuNgoc Luu, Jack Cadeaux, Liem Ngo
The study aims at investigating how each type of relationship marketing program (financial, social, and structural) has distinct impacts on the opportunism and reciprocity of the seller and the buyers, and how they are, in turn, key drivers of total relationship value and relationship value gap. From an empirical analysis of 120 matched buyer-seller dyads, our study revealed that social programs and financial programs help to increase total reciprocity, but structural programs raise both total reciprocity and the asymmetry in opportunism behavior between the two parties. Only total reciprocity was found to significantly influence total relationship value. Both total reciprocity and opportunism asymmetry were revealed as key factors driving the unequal distribution of the relationship value “pie”.

History

Publication status

  • Published

File Version

  • Published version

Presentation Type

  • paper

Event name

44th EMAC Annual Conference

Event location

Leuven, Belgium

Event type

conference

Event date

24-27 May 2015

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2016-10-20

First Compliant Deposit (FCD) Date

2016-10-19

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