Determinants of Long-Term Orientation in Buyer-Seller Relationships
Determinants of Long-Term Orientation in Buyer-Seller Relationships
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DOI：
10.1177/002224299405800201
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发表时间：
1994-04
影响因子：
12.9
通讯作者：
Shankar Ganesan
中科院分区：
文献类型：
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作者：
Shankar Ganesan
营销经理必须了解客户的时间取向，以选择和使用与客户的时间范围相对应的营销工具。对客户的时间取向的理解不足可能会导致问题，例如当交易营销更合适时尝试关系营销。作者认为，在买卖关系中，长期取向是两个主要因素的函数：相互依赖和相互信任的程度。依赖和信任与环境的不确定性，交易特定的投资，声誉和满意度在买方/卖方关系。这里提出的框架进行了测试，124零售买家和52供应商供应给这些零售商。研究结果表明，信任和依赖在决定零售买家和他们的供应商的长期定位中起着关键作用。研究结果还表明，在零售商和供应商之间存在的相似性和差异方面的几个变量对长期导向，依赖和信任的影响。
Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a customer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual dependence and the extent to which they trust one another. Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship. The framework presented here is tested with 124 retail buyers and 52 vendors supplying to those retailers. The results indicate that trust and dependence play key roles in determining the long-term orientation of both retail buyers and their vendors. The results also indicate that both similarities and differences exist across retailers and vendors with respect to the effects of several variables on long-term orientation, dependence, and trust.