Drivers of relationships affecting B2B firms in an e-commerce environment

Irene Samanta,Mike Danson

doi:10.14807/ijmp.v5i3.164

Irene Samanta, Mike Danson

Open Access

https://doi.org/10.14807/ijmp.v5i3.164

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Abstract

The advent of the internet has created numerous opportunities for B2B marketing professionals to enhance current marketing practices, including electronic relationships. However, the investigation of e-relationships and the factors that influence e-relationships in an internet environment is scant. Further, there appears to be no investigation of this phenomenon within the context of Greek B2B Medium-sized firms (MSF). Τhe research problem investigated in this research is: “Which drivers in B2B e-commerce use affect inter-firm relationships in medium-sized B2B firms?”. A framework for B2B e-commerce relationships in a changing and globalized environment was synthesised and integrated with the literature about relationship marketing to arrive at the following research issues: “How do relationship marketing drivers affect the management of B2B e-relationships?”.An explanatory quantitative research approach was used and quantitative data was collected from B2B firms in Greece, which represents a case of e-commerce progress during the last six years. Regarding social exchange, some important differences emerge where cooperation between B2B e-commerce firms is concerned. Suppliers engaged in electronic commerce are more committed and oriented to a long-term relationship than buyers, based on both previous and current experience with them. Confidence in the relationships, consistency and honesty with their obligations and the exchange of reliable, trustworthy information and advisory services between firms are important factors in the development and establishment of their e-relationships.The main contribution of this research is the development of a theoretical framework for e-relationships in medium-sized Β2Β firms. That framework is the first rigorously researched step towards understanding the importance of these powerful streams of relationship drivers in total, and the business activity of e-marketing and electronic relationships.

Highlights

B2B internet marketing has received widespread attention as one of the key drivers in sustaining an organization’s competitive advantage
The questionnaire refers to “satisfaction with cooperation”, “relational commitment”, “trust” and “adaptation” concerning the activities built amongst businesses in relation to customers/suppliers
It is worth noting that nearly 60% agreed with the statement “We work closely with our customers/suppliers with regard to stock retention”; that was the largest acceptance percentage that occurred for any single statement

Summary

Introduction

B2B internet marketing has received widespread attention as one of the key drivers in sustaining an organization’s competitive advantage. The development of internet usage has experienced transformations, in the area of the expectations of organizations for creating value within a supply chain This allows businesses to extend their relationships with customers, suppliers, retailers, brokers, co-producers, employees and shareholders and achieve a more personalized relationship with them (SAMIEE, 1998). In the second decade of the new millennium, e-commerce is marked by innovations which are making online transactions easier (FORESTER RESEARCH, 2010). Firms are investing their newfound profits in emerging technologies, such as sophisticated analytical and personalization tools that enhance the online experience for existing customers. B2B companies that wish to grow and become more profitable are looking to adopt ecommerce

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