Thesis
The identification and analysis of relationship benefits in business-to-business channels
Southern Cross University, School of Commerce and Management, Division of Business
Doctor of Philosophy (PhD), Southern Cross University
2003
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Abstract
This thesis identifies and examines relationship benefits, characterised as benefits derived from partnerships that add value, within a business-to-business channel. It also identifies and examines associations between relationship benefits and other salient relationship concepts such as trust, commitment and relationship investments within a business-to-business context.
Three research questions are addressed by means of both qualitative and quantitative methodologies. Research question one asks: what benefits are valued by customers in a business-to-business setting; research question two: what is the causal ordering of relationship benefits and other salient relationship concepts in a business-to-business environment; and research question three: what are the strengths of association between relationship benefits and other salient relationship concepts in a business-to business environment?
The vehicle for the study is the relationship between community pharmacies located in New South Wales, Australia, and banner groups or primary wholesalers with whom they are affiliated. This population is deemed suitable within the context of the research aim because the relationship between community pharmacists, banner groups and wholesalers has been identified as being of growing strategic importance. Further, community pharmacies have an option of engaging in extensive on-going relationships or operating more independently.
The thesis identifies four types of business-to-business relationship benefit that are labelled cost, service, flexibility and image benefits. These benefits are ones that can theoretically underpin a competitive advantage through the pursuit of cost leadership, differentiation or all-rounder strategies.
The thesis also identifies associations between relationship benefits and other salient relationship concepts in a business-to-business context. In particular, significant direct associations are identified between relationship benefits, trust and relationship investments. Indirect associations are identified between relationship benefits and instrumental, affective and normative commitment, absence of conflict, acquiescence, satisfaction and switching. The conceptual model developed through the qualitative
phase of the research, and which is subsequently tested as a structural model, also explores associations between other salient relationship concepts that were identified from a synthesis of findings derived from a series of in-depth interviews and from the literature.
Through the identification of the four types of business-to-business relationship benefit that are theoretically linked to competitive advantage, and a model that demonstrates relationship benefits associations with other salient business-to-business concepts, the thesis adds significantly to current theory. It is also argued that this is the first time that business-to-business relationship benefits have been identified for which there is a sound theoretical foundation that explains why they are valued. The identification of the four types of relationship benefit is a parsimonious solution that it is suggested will facilitate theoretical generalisation to other business-to-business settings.
Similarly, the identification of four types of business-to-business relationship benefit provides practitioners with a guide for understanding what benefits are valued by partners in a business-to-business setting and yields an insight into why they are valued. It also provides practitioners with a guide for taking action involving the provision or sharing of benefits that enhance trust, relationship specific investments, commitment and other positive relationship outcomes in business-to-business channels.
Details
- Title
- The identification and analysis of relationship benefits in business-to-business channels
- Creators
- Stephen J Kelly - Southern Cross University
- Contributors
- Don Scott (Supervisor) - Southern Cross University
- Awarding Institution
- Southern Cross University; Doctor of Philosophy (PhD)
- Theses
- Doctor of Philosophy (PhD), Southern Cross University
- Publisher
- Southern Cross University, School of Commerce and Management, Division of Business
- Number of pages
- xv, 245
- Identifiers
- SCU1172; 991012820810202368
- Copyright
- © Stephen J. Kelly 2003
- Academic Unit
- Faculty of Business, Law and Arts
- Resource Type
- Thesis