The present research examines the impact of trust, social and structural bonds, in a B2B relationship between companies in times of economic crisis. The aim of the research is to investigate the importance of trust, social and structural bonds in the creation and maintenance of long-term relationships in B2B firms. A quantitative research was carried out using a structured questionnaire, distributed by e-mail. Forty-four (44) medium and large companies, responded, based in Attica Greece, were sampled for the survey. According to the findings, companies have incorporated relational marketing into their philosophy. All of the participated companies maintain long-term partnerships with other companies in the sector. All the companies that took part in the survey have become aware of the important role that trust plays in their collaborations, as well as the role of structural bonds, while the results give less weight to social bonds. Companies choose long-term relationships, and the present research highlights the important role of a good partnership. Therefore, in order to survive, manufacturers develop cooperative relationships with each other in order to jointly face the challenges of the times. Project partnerships, consortia, associations of companies and joint partnerships are now being created in order to take part in public procurement or to undertake the execution of a project.
| Published in | American Journal of Theoretical and Applied Business (Volume 7, Issue 2) |
| DOI | 10.11648/j.ajtab.20210702.11 |
| Page(s) | 30-38 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Relational Marketing, Trust Development, B2B Firms, Sructural Βonds, Social Bonds
| [1] | Ahmad, R., & Buttle, F. (2001), “Customer retention: a potentially potent marketing management strategy”, Journal of strategic marketing, Vol. 9, No. 1, pp. 29-45. |
| [2] | Bendapudi, N., & Berry, L. L. (1997), “Customers' motivations for maintaining relationships with service providers”, Journal of retailing, Vol. 73, No. 1, pp. 15-37. |
| [3] | Cross, R. and Smith, J. (1996), Customer Bonding: 5 Steps to Lasting Customer Loyalty. Lincolnwood: NTC Business Books. |
| [4] | Dant, S. P., and Wilson, D. T. (1989), “Uncertainty Reduction: A Rationale for the Proliferation of Inter-Organizational Relationships, in Proceedings: AMA Educators’ Summer Conference, American Marketing Association, Chicago. 1989. |
| [5] | Ganesan, S. (1994), “Determinants of long – term orientation in buyer – seller relationships”, Journal of Marketing, Vol. 58, April, pp. 1-19. |
| [6] | Geyskens, I. Steenkamp, J-B., Scheer, L. K., Kumar, N. (1998), “Generalization about Trust in Marketing Channel Relationships using Meta – Analysis”, International Journal of Research in Marketing, Vol. 15, pp. 223-248. |
| [7] | Gounaris, S. P. (2005). Trust and commitment influences on customer retention: insights from business-to-business services. Journal of Business research, Vol. 58, No. 2, pp. 126-140. |
| [8] | Gronroos, C. (1999), “Relationship Marketing: Challenges for the organizations”, Journal of Business Research, Vol. 46, pp. 327-335. |
| [9] | Han, S. L., Wilson, D. T., & Dant, S. P. (1993), “Buyer-supplier relationships today”, Industrial marketing management, Vol. 22, No. 4, pp. 331-338. |
| [10] | Hill C. and Jones T. (1992), “Stakeholders – Agency Theory”, Journal of Management Studies, Vol. 22, pp. 131-154. |
| [11] | Hillman A., Withers M. and Collins B. (2009), “Resource Dependence Theory: A Review”, Journal of Management, Vol. 35, pp. 1404-1427. |
| [12] | Hosmer, L. T. (1995), “Trust: The connecting link between organizational theory and philosophical ethics”, Academy of management Review, Vol. 20, No. 2, pp. 379-403. |
| [13] | Hütt, M. D., & Speh, T. W. (1995), “Business Marketing Management: A strategic view of industrial and organizational markets”, pp. 95-127. |
| [14] | Johnson, D. and Grayson, K. (2005), “Cognitive and affective trust in service relationships”, Journal of Business Research, Vol. 58, pp. 500–507. |
| [15] | Lindgreen, A. and Crawford, I. (1999), “Implementing, monitoring and measuring a programme of relationship marketing”, Marketing Intelligence and Planning, Vol. 17, No. 5, pp. 231-239. |
| [16] | Luthardt, S. (2002), “In Suppliers versus Out Suppliers – Determinants of Switching Behavior in Industrial Purchasing Relationships, in Proceedings of the 18th IMP-conference”, Dijon France. |
| [17] | Mayer, R. C., Davis, J. H. and Schoorman, F. D. (1995), “An Integrative Model of Organizational Trust”, Academy of Management Review, Vol. 20, No. 3, pp. 709-734. |
| [18] | McCutcheon, D. and Stuart, F. I. (2000), “Issues in the choice of supplier alliance partners”, Journal of Operations Management, Vol. 18, pp. 279-301. |
| [19] | Moorman, C., Deshpande, R. and Zaltman, G. (1993), “Factors Affecting Trust in Market Research Relationships”, Journal of Marketing, Vol. 57 (January), pp. 81-101. |
| [20] | Moorman, C., Zaltman, G. and Deshpande, R. (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, Vol. 29 (August), pp. 314-329. |
| [21] | Morgan, R. M. and Hunts, S. D. (1994), “The Commitment – Trust Theory of Relationship Marketing”, Journal of Marketing, Vol. 58 (July), pp. 20-38. |
| [22] | Mudambi R. and Pedersen T., (2007), “Agency Theory and Resource Dependency Theory: Complementary Explanations for Subsidiary Power in Multinational Corporations”, Center for Strategic Management and Globalization, Copenhagen Business School, Working Paper No 5/2007. |
| [23] | Naude´, P. and Buttle, F. (2002), “Assessing relationship quality”, in Ford, D. (Ed.), Understanding Business Marketing and Purchasing, 3rd ed., Thomson Learning, London, pp. 349-59. |
| [24] | Nielson, C. C. (1998), “An Empirical Examination of the role of closeness in industrial buyer-seller relationships”, European Journal of Marketing, Vol. 32, No. 5-6, pp. 441-463. |
| [25] | Perry, C., Cavaye, A., Coote, L. (2002), “Technical and Social Bonds With on Business to Business Relationships”, Journal of Business and Industrial Marketing, Vol. 17, No. 1, pp. 75-88. |
| [26] | Phan, M. C. T., Styles, C. W., & Patterson, P. G. (1999, May), “An empirical examination of the trust development process linking firm and personal characteristics in an international setting”, In Proceedings of the 28th European Marketing Academy Conference (EMAC), Vol. 1, p. 27. |
| [27] | Rao, S. and Perry, C. (2002), “Thinking about relationship marketing: where are we now?”, Journal of Business and Industrial Marketing, Vol. 17, No. 7, pp. 598-614 |
| [28] | Ring, P. S., & Van de Ven, A. H. (1994), “Developmental processes of cooperative interorganizational relationships”, Academy of management review, Vol. 19, No 1, pp. 90-118. |
| [29] | Rodriquez, C. M., & Wilson, D. T. (1999), “Relationship bonding and trust as foundation for commitment in international strategic alliances, USA-Mexico: A latent variable structural modeling approach”, ISBM Report, 21. |
| [30] | Sako, M. (1992), “Prices, quality and trust: inter – firm relations in Britain and Japan”, Cambridge University Press, Cambridge. |
| [31] | Sarkar, M. B., Aulakh, P. S. and Cavusgil, S. T. (1998), “The strategic role of relational bonding in interorganizational collaborations: An empirical study of the global construction industry”, Journal of International Management, Vol. 4, No. 2, pp. 85-107. |
| [32] | Selnes, F. (1998), “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”, European Journal of marketing, Vol. 32 No. 3/4, pp. 305-322. |
| [33] | Sheth, J. N., & Parvatiyar, A. (1995), “The evolution of relationship marketing”, International business review, Vol. 4, No. 4, pp. 397-418. |
| [34] | Sin, Y. M., Leo, Tse C. B., Alan, Yau, H. M., Oliver, Chow, P. M., Raymond, Lee, S. Y., Jenny, Lau, B. Y., Lau (2002), “Relationship marketing orientation: scale development and cross – cultural validation”, Journal of Business Research, pp. 1-10. |
| [35] | Turnbull, P. W. and Wilson, D. T. (1989), “Developing and Protecting Profitable Customer Relationships”, Industrial Marketing Management, Vol. 18, pp. 233-238. |
| [36] | Walter, A., Hölzle, K., & Ritter, T. (2002), “Relationship functions and customer trust as value creators in relationships: a conceptual model and empirical findings for the creation of customer value”, In Proceedings of the Eighteenth IMP-Conference, Dijon, France. |
| [37] | Wendelin, R. (2004), “The nature and change of bonds in industrial business relationships”, Doctoral Dissertation No. 134, Swedish School of Economics and Business Administration, Helsinki. |
| [38] | Williams, J. D., Han, S. L., & Qualls, W. J. (1998), “A conceptual model and study of cross-cultural business relationships”, Journal of Business Research, Vol. 42, No. 2, pp. 135-143. |
| [39] | Wilson D. T., (1990), “Creating & Managing Buyer –Seller Relationships”, Research Report 5, Institute for the Study of Business Markets, Pennsylvania State University, University Park, PA. |
| [40] | Wilson, D. T. (1995), “An Integrated Model of Buyer – Seller Relationships”, Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 335-345. |
| [41] | Wilson, D. T. and Mummalaneni, V. (1986), “Bonding and commitment in buyer – seller relationships: a preliminary conceptualization”, Industrial Marketing and Purchasing, Vol. 1, No. 3, pp. 44-58. |
| [42] | Hillman, A. J., Withers, M. C., & Collins, B. J. (2009), “Resource dependence theory: A review”, Journal of management, Vol. 35, No 6, pp. 1404-1427. |
| [43] | Zineldin, M. and Jonsson, P. (2000), “An examination of the main factors affecting trust/commitment in supplier – dealer relationships: an empirical study of the Swedish wood industry”, The TQM Magazine, Vol. 12, No. 4, pp. 245-265. |
APA Style
Irene Samanta. (2021). The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies. American Journal of Theoretical and Applied Business, 7(2), 30-38. https://doi.org/10.11648/j.ajtab.20210702.11
ACS Style
Irene Samanta. The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies. Am. J. Theor. Appl. Bus. 2021, 7(2), 30-38. doi: 10.11648/j.ajtab.20210702.11
AMA Style
Irene Samanta. The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies. Am J Theor Appl Bus. 2021;7(2):30-38. doi: 10.11648/j.ajtab.20210702.11
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.ajtab.20210702.11,
author = {Irene Samanta},
title = {The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies},
journal = {American Journal of Theoretical and Applied Business},
volume = {7},
number = {2},
pages = {30-38},
doi = {10.11648/j.ajtab.20210702.11},
url = {https://doi.org/10.11648/j.ajtab.20210702.11},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20210702.11},
abstract = {The present research examines the impact of trust, social and structural bonds, in a B2B relationship between companies in times of economic crisis. The aim of the research is to investigate the importance of trust, social and structural bonds in the creation and maintenance of long-term relationships in B2B firms. A quantitative research was carried out using a structured questionnaire, distributed by e-mail. Forty-four (44) medium and large companies, responded, based in Attica Greece, were sampled for the survey. According to the findings, companies have incorporated relational marketing into their philosophy. All of the participated companies maintain long-term partnerships with other companies in the sector. All the companies that took part in the survey have become aware of the important role that trust plays in their collaborations, as well as the role of structural bonds, while the results give less weight to social bonds. Companies choose long-term relationships, and the present research highlights the important role of a good partnership. Therefore, in order to survive, manufacturers develop cooperative relationships with each other in order to jointly face the challenges of the times. Project partnerships, consortia, associations of companies and joint partnerships are now being created in order to take part in public procurement or to undertake the execution of a project.},
year = {2021}
}
TY - JOUR T1 - The Impact of Trust on the Development of Structural and Social Bonds in B2B Companies AU - Irene Samanta Y1 - 2021/06/04 PY - 2021 N1 - https://doi.org/10.11648/j.ajtab.20210702.11 DO - 10.11648/j.ajtab.20210702.11 T2 - American Journal of Theoretical and Applied Business JF - American Journal of Theoretical and Applied Business JO - American Journal of Theoretical and Applied Business SP - 30 EP - 38 PB - Science Publishing Group SN - 2469-7842 UR - https://doi.org/10.11648/j.ajtab.20210702.11 AB - The present research examines the impact of trust, social and structural bonds, in a B2B relationship between companies in times of economic crisis. The aim of the research is to investigate the importance of trust, social and structural bonds in the creation and maintenance of long-term relationships in B2B firms. A quantitative research was carried out using a structured questionnaire, distributed by e-mail. Forty-four (44) medium and large companies, responded, based in Attica Greece, were sampled for the survey. According to the findings, companies have incorporated relational marketing into their philosophy. All of the participated companies maintain long-term partnerships with other companies in the sector. All the companies that took part in the survey have become aware of the important role that trust plays in their collaborations, as well as the role of structural bonds, while the results give less weight to social bonds. Companies choose long-term relationships, and the present research highlights the important role of a good partnership. Therefore, in order to survive, manufacturers develop cooperative relationships with each other in order to jointly face the challenges of the times. Project partnerships, consortia, associations of companies and joint partnerships are now being created in order to take part in public procurement or to undertake the execution of a project. VL - 7 IS - 2 ER -
Email: