Assessing relationship quality

Pete Naudé*, Francis Buttle

*Corresponding author for this work

Research output: Contribution to journalArticle

196 Citations (Scopus)

Abstract

Assessing the quality of any relationship has remained a problematic issue in spite of the recognized importance of relationships within business-to-business marketing, and this paper attempts to redress this shortcoming. Working with a group of 40 executives, and utilizing conjoint analysis, we explore this complex area by first identifying five underlying dimensions of high quality business-to-business relationships: trust; needs fulfilment; supply chain integration; power; and profit. Our preliminary results indicate that there is no one measure of just what constitutes a good relationship. Rather, there are potentially four different types of "good" relationship, each composed of different blends of these five attributes.

Original languageEnglish
Pages (from-to)351-361
Number of pages11
JournalIndustrial Marketing Management
Volume29
Issue number4
Publication statusPublished - Jul 2000
Externally publishedYes

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