Abstract
Communication in buyer-seller relationships has an important role in boosting relationship performance. As a conceptual paper, this study proposes the antecedents of communication in buyer-seller relationships based on relationship marketing and transaction cost paradigms. From a literature review on relationship marketing and transaction cost literature, this study proposes the eight possible antecedents of communication - conflict, opportunism, unfairness, goal incongruity, cooperation, trust, satisfaction, and relational norms. Consequently, this study extends knowledge on how to boost communication in buyer-seller relationships. This study provides bright avenues and theoretical backgrounds for future empirical studies related to communication in buyer-seller relationships. This study provides helpful insights to academics and practitioners who are interested in understanding and utilizing communication as a tool for boosting relationship performance as well.
Original language | English |
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Pages (from-to) | 5-13 |
Number of pages | 9 |
Journal | Indian Journal of Marketing |
Volume | 44 |
Issue number | 3 |
DOIs | |
State | Published - Mar 2014 |
Keywords
- Antecedents
- Communication
- Conflict
- Cooperation
- Goal incongruity
- Opportunism
- Relational norms.
- Satisfaction
- Trust
- Unfairness