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Technological turbulence, supplier market orientation, and buyer satisfaction

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  • Terawatanavong, Civilai
  • Whitwell, Gregory J.
  • Widing, Robert E.
  • O'Cass, Aron

Abstract

The channel literature suggests that building a close relationship with key partners is one of the key strategies that channel members use to overcome the challenges of a changing environment. However, such a strategy may be ineffective when high technological turbulence exists in the buyer's market. This study focuses on the buyer's perspective in channel relationships and examines the buyer's satisfaction with outcomes resulting from engaging in relationships with a supplier. The results show that a buyer's performance is enhanced when a buyer develops a close relationship with a supplier whom it perceives to be market oriented but that a close relationship becomes detrimental to performance when technological turbulence increases. These findings suggest that managers need to be aware of the effect of technological turbulence and be alert in managing close relationships even with market-oriented suppliers.

Suggested Citation

  • Terawatanavong, Civilai & Whitwell, Gregory J. & Widing, Robert E. & O'Cass, Aron, 2011. "Technological turbulence, supplier market orientation, and buyer satisfaction," Journal of Business Research, Elsevier, vol. 64(8), pages 911-918, August.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:8:p:911-918
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    References listed on IDEAS

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    Cited by:

    1. Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G. & Ciravegna, Luciano, 2020. "Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence," Journal of Business Research, Elsevier, vol. 107(C), pages 25-37.
    2. Tugkan Arici & M. Sahin Gok, 2023. "Examining Environmental Turbulence Intensity: A Strategic Agility and Innovativeness Approach on Firm Performance in Environmental Turbulence Situations," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    3. Mirza Waseem Abbas* & Dr. Masood ul Hassan, 2018. "The Moderation Effect of External Environment Turbulence in Tourism Sector: Comparative Analysis of Pakistan & Thailand," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 672-684:2.
    4. M. A. Arokodare, 2021. "The Moderating Effect of Environmental Turbulence on the Strategic Agility-Performance Relationship: Empirical Evidence from Lagos State, Nigeria," Business and Management Research, Business and Management Research, Sciedu Press, vol. 10(1), pages 1-1, March.
    5. Gupta, Manish & Behl, Abhishek & Pereira, Vijay & Yahiaoui, Dorra & Varma, Arup, 2023. "“From Full-Time to Part-Time”: Motivation model for the turbulence-hit knowledge workers," Journal of Business Research, Elsevier, vol. 163(C).
    6. Laurent Tournois, 2016. "A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model," Post-Print hal-04477573, HAL.
    7. Chatterjee, Lagnajita & Feng, Cong & Nakata, Cheryl & Sivakumar, K., 2023. "The environmental turbulence concept in marketing: A look back and a look ahead," Journal of Business Research, Elsevier, vol. 161(C).
    8. Chen Qian & Stefan Seuring & Ralf Wagner, 2021. "Reviewing interfirm relationship quality from a supply chain management perspective," Management Review Quarterly, Springer, vol. 71(3), pages 625-650, July.
    9. Haitham Medhat Abdelaziz Elsayed Aboulilah & Syed Far Abid Hossain & Bui Nhat Vuong & Tawfiq Jebril, 2022. "Exploring the Relationship between WeChat Usage and E-purchase Intention During the COVID-19 Pandemic Among University Students in China," SAGE Open, , vol. 12(4), pages 21582440221, November.

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