The antecedents of communication in buyer-seller relationships

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4 Scopus citations

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 languageEnglish
Pages (from-to)5-13
Number of pages9
JournalIndian Journal of Marketing
Volume44
Issue number3
DOIs
StatePublished - Mar 2014

Keywords

  • Antecedents
  • Communication
  • Conflict
  • Cooperation
  • Goal incongruity
  • Opportunism
  • Relational norms.
  • Satisfaction
  • Trust
  • Unfairness

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