Abstract
The steep increase in the number and variety of exchange relations, the increased complexity and uncertainty of the business environment cannot be managed without the presence of interpersonal and/or interorganizational trust and relationship commitment. Manufacturer firms have to pay close attention to developing and maintaining relationship commitment and dealers’ trust. The value of such efforts is the most apparent when high levels of competition threaten market shares and the stability of the dealers’ network. This empirical study shows that trust and relationship commitment are important assets for the technological interface adoption and bring significant savings for the manufacturer and dealer.
Highlights
Understanding relationship marketing requires distinguishing between a discrete transaction, with a distinct beginning, short duration, and sharp ending by performance, and relational exchange, which relies on previous agreements and is longer in duration, reflecting an ongoing process [1]
Manufacturer firms have to pay close attention to developing and maintaining relationship commitment and dealers’ trust. The value of such efforts is the most apparent when high levels of competition threaten market shares and the stability of the dealers’ network. This empirical study shows that trust and relationship commitment are important assets for the technological interface adoption and bring significant savings for the manufacturer and dealer
In the business-to-business markets, relationship commitment nowadays is one of the “order qualifiers”, where the firms are more oriented to achieving future goals with long-term outcomes
Summary
Understanding relationship marketing requires distinguishing between a discrete transaction, with a distinct beginning, short duration, and sharp ending by performance, and relational exchange, which relies on previous agreements and is longer in duration, reflecting an ongoing process [1]. Categorized with reference to a dealer and its relational exchange with the manufacturer, there are two forms of relationship marketing: one is the relational exchange to obtain the goods on time, and the other is the strategic alliance between the dealer and the manufacturer obtaining a “total quality management.”. This second form builds a stronger relationship as a way to earn the position of preferred supplier by developing trust in the dealers over a period of time. The literature on trust suggests that confidence that the trustee is reliable and has high integrity is associated with such qualities as consistency, competence, honesty, fairness, responsibility, and benevolence [3]
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