Exploring the Role of Relationship Quality in the Manufacturer-Distributor Context: A Structural Model

Abstract

This research aims to describe and validate the dimensions of relationship quality essential for the perception of distributors provided by their suppliers (manufacturers). In business-to-business (B2B) relationships, relationship marketing focuses on collaborative efforts to maintain long-term relationships. Therefore, this study considers and expands the understanding of the factors underlying the success of high-quality relationships in B2B. This research sample was taken purposively by distributing questionnaires to managers and supervisors of the distributor company. Second, in-depth interviews were conducted in groups involving academics and practitioners in service quality. This research contributes theoretically by identifying relevant dimensions and proving context-specific definitions. The authors also present managerial implications and recommendations for improving the distributor experience service and the quality of B2B relationships.