The Effect of Dynamic Relationship Capabilities on B2B Lolyalty

Authors

  • Márton Vilmányi University of Szeged
  • Erzsébet Hetesi University of Szeged

DOI:

https://doi.org/10.18096/TMP.2016.01.09

Keywords:

dynamic relational capability, relationship success, B2B loyalty

Abstract

The focal issue of our study is to model the adaptation capability of enterprises from a relational point of view in the South
Great Plain Region of Hungary. Our main question is how enterprises can modify their relational behaviour in B2B markets
to ensure the success of their relationships. We use the resource based view from a dynamic aspect. To operationalise the
investigation problem we use the dynamic relational capability framework. In the study we investigate the perceived values of
dynamic relational capability and the effect of relational capability on the perceived relationship success.

Author Biographies

Márton Vilmányi, University of Szeged

Associate Professor

Erzsébet Hetesi, University of Szeged

Professor

References

ANDERSON, J. C., & NARUS, J. A. (1999): Business market management: Understanding, creating and delivering value, New Jersey: Prentice Hall.

ÄYVÄRI, A. & MÖLLER, K. (2008): Understanding relational and network capabilities – a critical review. 24th IMPconference in Uppsala, Sweden http://www.impgroup.org/paper_view.php?viewPaper=6862

ČATER, T. & ČATER, B. (2010): Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships, Industrial Marketing Management, http://www.sciencedirect.com/

DICK, A. S. & BASU, K. (1994): Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science Vol. 22 (2), p. 99-113

DWYER, F. R.& SCHURR, P. H. & OH, S. (1987): Developing Buyer and Seller Relationships. Journal of Marketing, Vol. 51 (2) p.11-27

COSTABILE, M. (2000): A dynamic model of customer loyalty. 16th IMP-conference in Bath, U.K. http://impgroup.org/uploads/papers/43.pdf

DREJER, A. & RIIS, J. O. (1999): Competence development and technology. How learning and technology can be meaningfully integrated, Technovation Vol. 19 (10), p. 631 – 644

FORD, D. & GADDE, L.E. & HAKANSSON, H. & LUNDGREN, A. & SNEHOTA, I. & TURNBULL, P. & WILSON, D. (1998): Managing Business Relationships, Chichester, John Wiley

FULLERTON, G. (2005): How commitment both enables and undermines marketing relationships. European. Journal of Marketing, Vol. 39 (11/12) p 1372-1388.

GANESAN, S. (1994): Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, Vol. 58. (2) p.1-19.

GARBARINO, E. & JOHNSON, M. (1999): The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, Vol. 63 (2) p. 70-87.

GEMÜNDEN, H. G. & RITTER, T. & WALTER A. (1997): Relationships and Networks in International Markets, Pergamon, UK.

HAGHKHAH, A. & HAMID, A.B.B.A. & EBRAHIMPOUR, A. & ROGHANIAN, P. & GHEYSARI, H. (2013): Commitment and Customer Loyalty in Business-To-Business Context. European Journal of Business and Management, www.iiste.org ISSN 2222-1905 (Paper) ISSN 2222-2839 Vol. 5 (19)

HÅKANSSON, H. & SNEHOTA, I. (1995): Developing relationships in business networks. International Thomson Business Press, London

HAVILA, V. & MEDLIN, C. J. (2012): Ending competence in business closure. Industrial Marketing Management, Vol. 41 (2) p. 413-420.

HENNIG-THURAU, T. (2004): Customer orientation of service employees: Its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management Vol. 15 (5) p. 460-478.

HETESI E. (2007): A lojalitás klaszterei a partneri és fogyasztói piacokon. Vezetéstudomány. Vol. 38 (9) p. 4–17.

IVENS, B. S. & PARDO, C. (2007): Are key account relationships different? Empirical results on supplier strategies and customer reactions, Industrial Marketing Management Vol. 36 (4) p. 470-482.

JAMBULINGAM, T. & KATHURIA, R. & NEVIN, J. (2011): Fairness–Trust–Loyalty Relationship Under Varying Conditions of Supplier–Buyer Interdependence. Journal of Marketing Theory and Practice, Vol. 19 (1) p. 39–56.

JÄRVELIN, A. (2001): Evaluation of relationship quality in business relationships. Ph.D. dissertation, University of Tampere, Tampere.

JOHNSEN, R. E. & FORD, D. (2006): Interaction capability development of smaller suppliers in relationship with larger customers. Industrial Marketing Management Vol. 35 (8) p. 1002-1015.

KAHNEMAN, D. & KNETSCH, J. L. & R. THALER (1986): Fairness and the Assumptions of Economics, Journal of Business Vol. 59 (4) p. 285–300.

KAZÁR, K. (2014): A PLS-útelemzés és alkalmazása egy márkaközösség pszichológiai érzetének vizsgálatára. Statisztikai Szemle, Vol. 92 (1) 33-52. o.

KONG, S. Y. (2008): Customer perceived quality, relationship quality and business loyalty: an example of B2B organization. Faculty of Business and Accountancy, University of Malaya.

MENON, A. & HOMBURG, CH. & BEUTIN, N. (2005): Understanding Customer Value in Business-to-Business Relationships, Journal of Business-to-Business Marketing, Vol. 12 (2) p. 1-35.

MITREGA, M. & FORKMANN, S. & RAMOS, C. & HENNEBERG, S. C. (2012): Networking capability in business relationships – Concept and scale development. Industrial Marketing Management, Vol. 41. (5) p. 739-751.

MORGAN, R. M. & HUNT, S. D. (1994): The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, Vol. 58 (7) p. 20-38.

MÖLLER, K. & TÖRRÖNEN, P. (2003): Business suppliers’ value creation potencial. A capability-based analysis. Industrial Marketing Management, Vol. 32 (2) p. 109-118.

MÖLLER, K. (2006): Role of cometences in creating customer value: A value creation logic approach. Industrial Marketing Management, Vol. 35 (8) p. 913-924.

OLIVER, R. L. (1999): Whence Consumer Loyalty? Journal of Marketing, Vol. 63. (Special Issue) p. 33-44.

PAVLOU, P. A. & EL SAWY, O.A. (2011): Understanding the elusive black box of dynamic capabilities. Decision Sciences, Vol. 42 (1) p. 239-273.

RAUYRUEN, P. & MILLER, K. E. (2007) Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research Vol. 60 (1) p. 21-31.

RAVALD, A. & GRÖNROOS, CH. (1996): The value concept and relationship marketing. European Journal of Marketing Vol. 30.(2) p.19-30.

REINHARTZ, W. & KRAFFT, M. & HOYER, W. D. (2004): The customer relationship management process: Its measurement and impact on performance. Journal of Marketing Research, Vol. 41 (3) p. 293-305.

RITTER, T. (1999): “The Networking Company, Antecedents for Coping with Relationships and Networks Effectively”, Industrial Marketing Management Vol. 28 (5) p. 467 – 479.

RITTER, T. & GEERSBRO, J. (2010): Antecendents of Customer Relationship Termination. 26th IMP Conference in Budapest, Hungary, http://www.impgroup.org/paper_view.php?viewPaper=7455

RITTER, T. & GEERSBRO, J. (2011): Organisational relationship termination competence: A conceptualization and an empirical test. Industrial Marketing Management, Vol. 40 (6) p. 988-993.

RITTER, T. – WILKINSON, I. F. – JOHNSTON, W. J. (2002): “Measuring network competence: some international evidence”, Journal of Business & Industrial Marketing, Vol. 17 (2/3) p. 119-138.

ROSEIRA, C. & BRITO, C. & FORD, D. (2013): Network pictures and supplier management: An empirical study. Industrial Marketing Management, Vol. 42. (2) p. 234-247.

SANCHES, R. (2004): Understanding competence-based management. Identifying and managing five modes of competence. Journal of Business Research Vol. 57 (5) p. 518– 532

SCHURR, P.H. & HEDAA, L. & GEERSBRO, J. (2008): Interaction episodes as engines of relationship change. Journal of Business Research, Vol. 61 (8) p. 877–884

STORBACKA, K. (1997): Segmentation Based on Customer Profitability – Retrospective Analysis of Retail Bank Customer Bases. Journal of Marketing Management, Vol. 13 (5) p. 479-492.

ULAGA, W. (2003): Capturing value creation in business relationships: A cutomer perspective. Industrial Marketing Management, Vol. 32 (8) p. 677-693.

WALTER, A. & RITTER, T. & GEMÜNDEN, H. G. (2001): Value creation in buyer-seller relationships: Theoretical considerations and empirical results from a supplier's perspective. Industrial Marketing Management, Vol. 30 (4) p. 365-377.

Downloads

Published

2016-07-15

How to Cite

Vilmányi, M. ., & Hetesi, E. (2016). The Effect of Dynamic Relationship Capabilities on B2B Lolyalty. Theory, Methodology, Practice - Review of Business and Management, 12(01), 79–88. https://doi.org/10.18096/TMP.2016.01.09