Dimensions and Antecedents of Relationship Quality in a Business-to-Business Context: An Exploratory Study

Abstract

This research seeks to provide insights into seller-perceived relationship quality in the Business-to-Business context. A qualitative study was conducted through interviews with sixteen sellers from multiple sectors to identify dimensions and antecedents of buyer-seller relationships quality. In light of the findings stemming from thematic and lexical analysis, four dimensions of relationship quality have emerged: mutual trust, partners' commitment in the relationship, cooperation and conflict. Also, the research identifies several key success factors in business relationships that are grouped into different categories: factors related to characteristics of the two relationship parties, factors related to relational behaviors and factors related to characteristics of the offer. These results serve as valuable indicators, allowing managers to evaluate, adjust and develop their relationships marketing strategies. They also provide a tool for improving sales force managing. This study provides a significant contribution to the relationship quality literature and it helps to settle controversies on this subject. In addition, directions for further research have been suggested.