The role of certification in seller-reseller relationships: a critical evaluation through the lens of embededness

Storey, Chris, Kocabasoglu-Hillme, Canan, Roden, Sinead and de Ruyter, Ko (2014) The role of certification in seller-reseller relationships: a critical evaluation through the lens of embededness. In: 43rd Annual European Marketing Academy (EMAC) Conference, 03-06 Jun 2014, Valencia, Spain.

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Abstract

The certification of resellers is prevalent in the information and communication technology (ICT) sector. Certification is a mechanism employed by suppliers to provide credibility and ensure consistent quality of service by reseller. Despite their widespread use there is limited research on certification. The objective of this study is to understand how structural and relational embededness affect the role certification has in driving relationship bonds and relationship economic satisfaction. We use network planning and online communities as proxies for structural and relational embededness. Based on a sample of 151 ICT resellers, our results suggest that certification does not work when considered alone. Certification and structural embededness act as substitutes in promoting relational performance. However relational embededness in the form of partner communities significantly increase in the roles of both certification and network planning on relationship bonds and economic satisfaction. The study highlights the importance of partner communities in balancing the tension between certification and network planning. It also suggests.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Conference theme: Paradigm shifts and interactiions
Keywords: Embededness, Certification, Relationship
Schools and Departments: School of Business, Management and Economics > Business and Management
Related URLs:
Depositing User: Stacey Goldup
Date Deposited: 21 Nov 2016 10:42
Last Modified: 21 Nov 2016 10:42
URI: http://sro.sussex.ac.uk/id/eprint/65552
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