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Modelling relationship quality across organizational cultures : an empirical investigation within the logistics outsourcing industry
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Palaima, Tomas (2012) Modelling relationship quality across organizational cultures : an empirical investigation within the logistics outsourcing industry. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b2684692~S1
Abstract
Relationship quality is the cornerstone of relationship marketing. However,
conceptualizations of relationship quality vary across studies indicating the absence of a
general consensus. Consistent with the definition of Hennig-Thurau et al. (2002, p. 234),
relationship quality most often refers to ―a metaconstruct composed of several key
components reflecting the overall nature of relationships between companies and consumers‖.
However, ―the only area of convergence is three major dimensions of RQ [relationship
quality] (trust, commitment and satisfaction)‖ (Athanasopoulou, 2009, p. 603). This
assumption is at odds with a growing body of research which calls to ―expand the constructs
and determine which aspects or dimensions should be included to obtain a multifaceted view
of relational exchanges‖ (Palmatier et al., 2006, p. 152). Moreover, there is a consensus that
culture affects business relationships. Yet, to date, both the phenomena are under-researched.
Owing to the fragmented insights into relationship quality and its links with organizational
culture, calls for future research gather momentum each day.
This thesis forwards a study of relationship quality across organizational cultures.
Consequently, the objective of the current study is to conceptualize rival models by
amalgamating extant literature stemming from diverse theories in order to empirically
corroborate (1) the dimensions of relationship quality, (2) the structural relationships between
them and (3) the effects of organizational culture on relationship quality. In doing so, the
current study constitutes the first attempt to evaluate the direct and moderating effects of
organizational culture on relationship quality in a holistic manner.
Extensive synthesis of extant literature stemming from different theories reveals six
dimensions of relationship quality: loyalty, reciprocity, co-operation, communication, trust
and opportunism. Further synthesis of the literature identifies five dimensions or
organizational culture relevant to relationship quality: individualism and collectivism, human
orientation, power distance, assertiveness and uncertainty avoidance. Owing to the absence of
a general consensus, two competing models of relationship quality are conceptualized.
A web-based survey was employed to collect data within the logistics outsourcing
industry in the United Kingdom. This process resulted in two hundred and sixty six usable
responses. Subsequently, structural equation modelling was employed to test the hypotheses
of interest.
The findings demonstrate that the construct of relationship quality comprises five
dimensions: action loyalty, reciprocity, co-operation, trust and opportunism. Moreover, four
dimensions of organizational culture appear to have effects on relationship quality:
individualism and collectivism, human orientation, power distance and assertiveness. The
findings result in numerous theoretical contributions and practical implications.
Item Type: | Thesis (PhD) | ||||
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Subjects: | H Social Sciences > HD Industries. Land use. Labor | ||||
Library of Congress Subject Headings (LCSH): | Business logistics -- Mathematical models, Relationship marketing -- Mathematical models, Contracting out, Organizational behavior | ||||
Official Date: | December 2012 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Harris, Lloyd C. | ||||
Extent: | xiii, 459 leaves : charts. | ||||
Language: | eng |
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