Rational behavior in business markets: Implications for relationship management

A study examines the role of 7 distinct aspects of a supplier's relational behavior with buyers in business markets. These behaviors are hypothesized to influence buyer satisfaction, and in turn, the share of a buyer's business enjoyed by a supplier. The strength of the linkages between these behaviors and buyer satisfaction are hypothesized to vary depending on the age of the buyer-supplier relationship, importance of the product purchased, and environmental dynamism. Findings from a study involving 454 organizations suggest that several relational behaviors have a significant influence on buyer's satisfaction with suppliers, and that buyer satisfaction is positively related to the share of business enjoyed by suppliers. Further, the age of the buyer-supplier relationship, and product importance appear to moderate the strength of the linkages between these behaviors and buyer satisfaction.