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

Luu, Ngoc, Cadeaux, Jack and Ngo, Liem (2015) What drives the creation and distribution of the relationship value “pie”? A transaction cost theory and social exchange theory approach. In: 44th EMAC Annual Conference, 24-27 May 2015, Leuven, Belgium.

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Abstract

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”.

Item Type: Conference or Workshop Item (Paper)
Keywords: Relationship Marketing Programs, Opportunism, Reciprocity, Relationship Value
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
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Depositing User: Ngoc Luu
Date Deposited: 20 Oct 2016 09:53
Last Modified: 20 Oct 2016 09:53
URI: http://sro.sussex.ac.uk/id/eprint/60610

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