Abstract

 
 
 The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models – one based on a dyadic approach and another based on a non-dyadic approach. We estimate these two models and compare their results to see which one is more suitable to be used as a theoretical relationship marketing model. We developed a survey comprising 204 dyadic observations of retailers and their suppliers and used a purposive sampling method. Three different observations correspond to three different estimation models. This study shows that the estimation model based on a dyadic approach has a better model fit than the model based on a non-dyadic approach regarding relationship marketing in a business-to-business context. The dyadic model also gives more accurate information to explain behaviour among companies involved in business relationships. Furthermore, this study explains how to examine estimation models in a relationship marketing context using dyadic and non- dyadic approaches. We also develop methods for examining dyadic perceptions of companies involved in business relationships. Our results contribute to the IMP school of thought in relationship marketing.
 
 
Highlights
There are two major arguments in the research of the relationship marketing model, namely dyadic and non-dyadic approaches (Lindgreen, 2001; Palmer, Lindgreen & Vanhamme, 2005). Morgan and Hunt (1994) examined the constructs of trust and commitment in the supply chain of the US automotive industry by employing a dyadic approach in the measurement
This paper examines a research model based on the trust and commitment theory developed by Morgan and Hunt (1994), in which the constructs of commitment and trust become the key mediating variables (KMV) that mediate the variable of coercive power
We have investigated two estimation models in relationship marketing based on the dyadic and non-dyadic approach
Summary
There are two major arguments in the research of the relationship marketing model, namely dyadic and non-dyadic approaches (Lindgreen, 2001; Palmer, Lindgreen & Vanhamme, 2005). Morgan and Hunt (1994) examined the constructs of trust and commitment in the supply chain of the US automotive industry by employing a dyadic approach in the measurement. There are two major arguments in the research of the relationship marketing model, namely dyadic and non-dyadic approaches (Lindgreen, 2001; Palmer, Lindgreen & Vanhamme, 2005). Heide and John (1988) and Kim (2000) used a dyadic approach to analyze the exchange relationships between suppliers and retailers within a relationship marketing framework. Affran, Dza and Oduro (2019) conducted a study of relationship marketing in the banking industry to measure the impact of relationship marketing strategy on consumer’s loyalty using a non-dyadic approach. We compare dyadic and non-dyadic approaches to analyze such partnership by using the relationship marketing model. The results of this study are expected to give insight for relationship marketing researchers, especially those who are interested in analyzing the business-to-business market.
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