TY - JOUR
T1 - Opportunism in buyer-seller relationships
T2 - Some unexplored antecedents
AU - Kang, Bohyeon
AU - Jindal, Rupinder P.
N1 - Publisher Copyright:
© 2014 Elsevier Inc.
PY - 2015/3/1
Y1 - 2015/3/1
N2 - Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a conceptual framework involving six potential antecedents. Data from 270 franchisees in a Korea based franchise system is used to test the hypotheses. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. The study provides theoretical and managerial insights into understanding and controlling opportunism.
AB - Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a conceptual framework involving six potential antecedents. Data from 270 franchisees in a Korea based franchise system is used to test the hypotheses. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. The study provides theoretical and managerial insights into understanding and controlling opportunism.
KW - Business-to-business marketing
KW - Buyer-seller relationships
KW - Opportunism
KW - Relationship marketing
KW - Structural equation modeling (SEM)
KW - Transaction-cost economics
UR - http://www.scopus.com/inward/record.url?scp=84919835895&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2014.07.009
DO - 10.1016/j.jbusres.2014.07.009
M3 - Article
AN - SCOPUS:84919835895
SN - 0148-2963
VL - 68
SP - 735
EP - 742
JO - Journal of Business Research
JF - Journal of Business Research
IS - 3
ER -