An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships

In a study, industrial buyer-seller relationships are examined, exploring the influence of buyer perceptions of their relationships on their repurchased intentions. In particular, close relationships, as opposed to pure transactions, are examined. Using data collected from buyers of industrial goods...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 30; no. 3; pp. 229 - 239
Main Authors Hewett, K., Money, R. B., Sharma, S.
Format Journal Article
LanguageEnglish
Published New York Springer Nature B.V 01.06.2002
Subjects
Buyers
Corporate culture
Hypotheses
Influence
Marketing
Perceptions
Professional relationships
Purchase intention
Purchasing
Research methodology
Statistical analysis
Studies
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Summary:In a study, industrial buyer-seller relationships are examined, exploring the influence of buyer perceptions of their relationships on their repurchased intentions. In particular, close relationships, as opposed to pure transactions, are examined. Using data collected from buyers of industrial goods and services, the association between buyers' perceptions of relationship quality and repurchase intentions and the moderating effect of the corporate culture of the buying firms is examined. The results suggest a significant relationship between buyer perceptions of the relationship and their repurchase intentions, as well as a significant moderating effect of buyer firm corporate culture. The implications of these findings for the study of marketing relationships, as well as for marketing practice, are also offered.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070302303004