Relationship factors and firms' willingness-to-pay: A comparison of east-west settings

Munyaradzi W. Nyadzayo, Mayoor Mohan, Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


The aim of this study is to examine the underlying mechanism that explains the effects of supplier firms' sustained competitive advantage (SCA) on customer firms' willingness-to-pay a price premium (WTP) across Eastern and Western settings. Drawing upon the relationship marketing (RM) paradigm, we posit that SCA influences WTP via calculative commitment and relationship quality (RQ). A survey involving executives from Australian (n = 336) and Chinese (n = 360) firms was conducted to test the theoretical model. The findings reveal that the effect of SCA on WTP is mediated by RQ and calculative commitment among Chinese firms. Among Australian firms, however, the effect of SCA on WTP is mediated only by RQ and not calculative commitment. The study contributes to the literature by distinguishing the role of ‘rational’ (i.e., calculative commitment) and ‘emotional’ (i.e., affective commitment and RQ) relationship factors in influencing WTP, and by validating a multidimensional RQ model that is applicable to culturally diverse contexts. To marketing practitioners, this research helps to identify the conditions under which RM practices can be effective for B2B firms that operate across diverse cultures.

Original languageEnglish
Pages (from-to)397-410
Number of pages14
JournalIndustrial Marketing Management
Publication statusPublished - 1 Nov 2020


  • Cross-cultural
  • Emerging markets
  • Relationship marketing
  • Relationship quality
  • WTP

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