Bahls, Wolfgang G. (2010) Relationship quality and its effects on business performance in strategic buyer-supplier relationships : a dyadic study. PhD thesis, University of Warwick.

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Abstract

Relationship marketing (RM), the idea of establishing, maintaining and developing long-term customer relationships, is considered as one of the most important aspects for business success. This study focuses on the upper-end of relationship management, which is primarily concerned with maintaining and developing long-term strategic business relationships (SBRs) with a few selected, strategically important customers.
In this research, a comprehensive conceptual framework is developed to assess relationship quality (RQ) for both buyers and suppliers in SBRs. The dyadic approach in conjunction with a multi-strategy research design, consisting of a qualitative and quantitative study, provides an holistic overview of RQ and presents new insights into strategic buyer - supplier relationships. Consequently, the objectives of this study are firstly, to develop a research model for both buyers and suppliers in SBRs; secondly, to reveal details and differences in the RQ model between buyers and suppliers; and finally, to examine the effects of individual RQ factors on suppliers’ business performance.
The study finds that the interpersonal RQ between a key account manager and a dedicated purchasing manager is fundamental for the success of a SBR. The findings suggest that the developed RQ model fits well to both buyers and suppliers. Furthermore, the results of this research support the assumption that RQ influences business performance and finds that account managers’ perceived satisfaction best predicts business performance.
From a managerial perspective, this study helps managers to better understand RQ in SBRs as it comprises the perspectives of both buyers and suppliers. The multi-strategy research design and the qualitative study provide numerous examples of best practice methods. The quantitative part of the study also contains various benchmark results that can be used to assess other SBRs.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HF Commerce
Library of Congress Subject Headings (LCSH):	Relationship marketing, Purchasing
Official Date:	September 2010
Dates:	Date Event September 2010 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Piercy, Nigel
Sponsors:	Warwick Business School
Extent:	ix, 289 leaves : ill.
Language:	eng

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