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Assessing Relationship Quality In Four Business‐to‐business Markets

Bahar Ashnai, M. Smirnova, Sergei P. Kouchtch, Qionglei Yu, B. Barnes, P. Naudé
Published 2009 · Business

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Purpose – The purpose of this paper is to develop an understanding of what constitutes relationship quality in four different countries. The paper shows which attributes are important in assessing relationship quality and how they vary in importance among countries.Design/methodology/approach – Conjoint analysis was used to derive how managers trade‐off different attributes of relationship quality. These attributes were: the levels of trust in the relationship, the understanding of each others' needs, the integration of systems between the two companies, the use or abuse of power, and the profit resulting from the interactions. Cluster analysis was used to classify the respondents in order to check if the overall results were indicative of a general consensus among the managers concerned, or alternatively if there were different perspectives on what constituted good quality relationship.Findings – Whilst the routes to develop relationships may vary between different countries, the attributes which make up...
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