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What drives the creation and distribution of the relationship value “pie”? A transaction cost theory and social exchange theory approach
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”.
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Publication status
- Published
File Version
- Published version
Presentation Type
- paper
Event name
44th EMAC Annual ConferenceEvent location
Leuven, BelgiumEvent type
conferenceEvent date
24-27 May 2015Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2016-10-20First Compliant Deposit (FCD) Date
2016-10-19Usage metrics
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