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Existing Relational Practice Between a Manufacturer and its Distributors and the Perception of the Relationship Value in the Dyad

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Listed:
  • Deonir De Toni

    (Caxias do Sul University)

  • Gabriel Sperandio Milan

    (Caxias do Sul University)

  • Geverson Custódio Costa

    (Caxias do Sul University)

  • Fabiano Larentis

    (Caxias do Sul University)

Abstract

Inter-organizational relationships have attracted several studies in the relationship marketing area. Thus, the core objective of this work is to analyze what is the impact of relational practice in the manufacturer and distributor dyad on the perception of the relationship value. From the use of validated scales, a survey involving frontline staff (FS) of a manufacturer and its customers (distributors) was conducted, whereas the data analysis was done basically by the Structural Equation Modeling technique. The results confirmed the research hypotheses regarding the theoretical model tested, contributing to the assessment of the relationships in the dyad context. The evaluation of the two types of agents (manufacturer’s and customers’ FS) indicated differences of perception in the relationship, which may direct more assertive strategies and actions.

Suggested Citation

  • Deonir De Toni & Gabriel Sperandio Milan & Geverson Custódio Costa & Fabiano Larentis, 2015. "Existing Relational Practice Between a Manufacturer and its Distributors and the Perception of the Relationship Value in the Dyad," Brazilian Business Review, Fucape Business School, vol. 12(6), pages 48-71, November.
    • Handle: RePEc:bbz:fcpbbr:v:12:y:2015:i:6:p48-71
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    References listed on IDEAS

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    Cited by:

    1. Professor Anil Keskar & More Pranay, 2018. "Relationship Value –A Study of Various Published Articles," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 9(2), pages 96-112, May.

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