Relational attractiveness between supplier-customer in a supply chain
Keywords:Brazil, Relationship marketing, B2B relationship, Cooperativism, Relational attractiveness
This study aims to evaluate the influence of factors attributed to relationship attractiveness between supplier and customer, from the supplier’s perspective.Design/methodology/approach
The empirical exercise was based on the use of multivariate data analysis with confirmatory factor analysis and a partial least squares approach to structural equation modeling.Findings
The study resulted in a robust model, with a high explanatory factor for the latent variable relational attractiveness and commitment was the most influential factor, followed by expected value and interorganizational trust.Research limitations/implications
Some limitations of the study can be highlighted: conducting research in a single cooperative and with a single audience; choosing a short-cycle supply chain, which may make it difficult to generalize to other industries; the cross-section nature of data also hinders the analysis to understand how the association between variables of interest may vary over time.Practical implications
The negative influence of interpersonal trust reinforces the importance of developing collaborative attitudes between parties, whereas the non-significant value for dependence (financial and volume dependence) shows this is not a risk factor for relational attractiveness in a supply chain. Such results provide evidence on how to develop relationship management between suppliers and customers that are part of the same supply chain.Social implications
It offers a new perspective for research in cooperatives, which still have no consensus on the motivating factors for members’ participation, including as evidence the results of the largest flower producing center in Latin America. The more a cooperative succeeds in increasing relational attractiveness, the greater the cooperative power and the ability to adapt to shocks and changes, which are fundamental factors for the success and longevity of the cooperative.Originality/value
The research presents a model that is comprehensive enough to fit in different contexts and consider its specific characteristics. Additionally, this paper has added in-depth information on the relational attractiveness relationships in the context of a developing country.
Abeza, G., Finch, D., O'Reilly, N., MacIntosh, E., & Nadeau, J. (2019). An integrative model of sport relationship marketing: transforming insights into action. Journal of Sport Management, 33(4), 343–360. 10.1123/jsm.2018-0285
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1), 18. 10.2307/3172490
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42–58. 10.2307/1252172
Anderson, J. C., Hakansson, H., & Johanson, J. (1994). Dyadic business relationships withing a business network context. Journal of Marketing, 58(4), 1. 10.1177/002224299405800401
Ashnai, B., Henneberg, S. C., Naudé, P., & Francescucci, A. (2016). Inter-personal and inter-organizational trust in business relationships: An attitude-behavior-outcome model. Industrial Marketing Management, 52, 128–139. 10.1016/j.indmarman.2015.05.020
Aurier, P., & N'Goala, G. (2009). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3), 303–325. 10.1007/s11747-009-0163-z
Birchall, J., & Simmons, R. (2004). What motivates members to participate inco-operative and mutual businesses? A theoretical model and some findings. Annals of Public and Cooperative Economics, 75(3), 465–495. 10.1111/j.1467-8292.2004.00259.x
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49. 10.1509/jmkg.184.108.40.20634
Cao, M., & Zhang, Q. (2011). Supply chain collaboration: Impact on collaborative advantage and firm performance. Journal of Operations Management, 29(3), 163–180. 10.1016/j.jom.2010.12.008
Cavallaro, G. M., Furlaneti, E. W., & Krakauer, P. V. C. (2016). Cluster e desenvolvimento local: O caso da cooperativa veiling holambra. Revista ESPACIOS, 37, 19.
Chae, S., Choi, T. Y., & Hur, D. (2017). Buyer power and supplier relationship commitment: A cognitive evaluation theory perspective. Journal of Supply Chain Management, 53(2), 39–60. 10.1111/jscm.12138
Chin, W. W., & Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares. Statistical Strategies for Small Sample Research, 1, 307–341.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences, 2nd edn. Hillsdale: Erlbaum Associates.
Costa, D. R. D M., Chaddad, F. R., & Azevedo, P. F. D. (2012). Separação entre propriedade e decisão de gestão nas cooperativas agropecuárias brasileiras. Revista de Economia e Sociologia Rural, 50(2), 285–300. 10.1590/S0103-20032012000200005
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35–51. 10.2307/1251829
Dyer, J., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. The Academy of Management Review, 23(4). 10.2307/259056
Efron, B., & Tibshirani, R. J. (1998). An introduction to the bootstrap, CRC Press.
Ellegaard, C., & Ritter, T. (2007). Attractiveness in business markets: Conceptualization and propositions. 10. Fonte. Retrieved from http://impgroup.org/paperview.php?viewPaper=5847
Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G* power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. 10.3758/BRM.41.4.1149
Faul, F., Erdfelder, E., Lang, A.-G., & Buchner, A. (2007). G*power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191. 10.3758/BF03193146
Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: Implications for commitment to a. Marketing Letters, 8(4), 439–448. 10.1023/A:1007955514781
Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, 31(1), 16–19. 10.1108/JSM-11-2016-0398
Hair, J. F., Jr, Anderson, R. E., Tatham, R. L., & Black, W. C. (2005). Análise multivariada de dados. Tradução: Adonai schlup sant'Anna e anselmo chaves neto, Porto Alegre: Bookman.
Hair, J. F., Jr, Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. 10.2753/MTP1069-6679190202
Hair, J. F., Jr, Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. 10.1108/EBR-10-2013-0128
Hair, J. F., Jr, Hult, G. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM, Thousand Oaks, CA: SAGE Publications.
Hald, K. S., Cordón, C., & Vollmann, T. E. (2009). Towards an understanding of attraction in buyer-supplier relationships. Industrial Marketing Management, 38(8), 960–970. 10.1016/j.indmarman.2008.04.015
Hao, J., Bijman, J., Gardebroek, C., Heerink, N., Heijman, W., & Huo, X. (2018). Cooperative membership and farmers' choice of marketing channels – Evidence from apple farmers in Shaanxi and Shandong provinces. Food Policy, 74, 53–64. 10.1016/j.foodpol.2017.11.004
Harris, L. C., O'Malley, L., & Patterson, M. (2003). Professional interaction: Exploring the concept of attraction. Marketing Theory, 3(1), 9–36. 10.1177/1470593103003001002
Humphreys, P., Matthews, J., & Kumaraswamy, M. (2003). Pre-construction project partnering: From adversarial to collaborative relationships. Supply Chain Management: An International Journal, 8(2), 166–178. 10.1108/13598540310468760
Hüttinger, L., Schiele, H., & Veldman, J. (2012). The drivers of customer attractiveness, supplier satisfaction and preferred customer status: A literature review. Industrial Marketing Management, 41(8), 1194–1205. 10.1016/j.indmarman.2012.10.004
Iliopoulos, C., & Valentinov, V. (2018). Cooperative longevity: Why are so many cooperatives so successful? Sustainability, 10(10), 1–8. 10.3390/su10103449
Kang, B., & Jindal, R. P. (2015). Opportunism in buyer-seller relationships: Some unexplored antecedents. Journal of Business Research, 68(3), 735–742. 10.1016/j.jbusres.2014.07.009
Kharouf, H., & Lund, D. J. (2018). An empirical examination of organisational trust recovery: Influences and implications. European Management Review, 16(4). 10.1111/emre.12309
Kozlenkova, I. V., Hult, G. T., Lund, D. J., Mena, J. A., & Kekec, P. (2015). The role of marketing channels in supply chain management. Journal of Retailing, 91(4), 586–609. 10.1016/j.jretai.2015.03.003
Kwon, I.-W. G., & Suh, T. (2004). Factors affecting the level of trust and commitment in supply chain relationships. The Journal of Supply Chain Management, 40(2), 4–14. 10.1111/j.1745-493X.2004.tb00165.x
Kwon, I.-W. G., & Suh, T. (2005). Trust, commitment and relationships in supply chain management: A path analysis. Supply Chain Management: An International Journal, 10(1), 26–33. 10.1108/13598540510578351
Lima, J. C., Jr, Nakatani, J. K., Neto, L. C., Lima, L. A., Kalaki, R. B., & Camargo, R. B. (2015). Mapeamento e quantificação da cadeia de flores e plantas ornamentais do Brasil. In M. F. Neves, & M. J. Alves Pinto, (Eds), Organização das cooperativas do estado de são paulo, (Vol. 53), São Paulo: OCESP.
Martins, D., Faria, A. C., Prearo, L., & Arruda, A. (2017). The level of influence of trust, commitment, cooperation, and power in the interorganizational relationships of Brazilian credit cooperatives. Revista de Administração, 52(1), 47–58. 10.1016/j.rausp.2016.09.003
Möller, K., & Aino, H. (2017). Managing business and innovation networks – from strategic nets to business fields and ecosystems. Industrial Marketing Management, 67. 10.1016/j.indmarman.2017.09.018
Morfi, C., Nilsson, J., & Österberg, H. (2018). Why farmers involve themselves in cooperative district councils. Annals of Public and Cooperative Economics, 89(4), 581–598. 10.1111/apce.12206
Morgan, R. M., & Hunt, S. D. (1994). Theory of relationship marketing. Journal of Marketing, 58(3), 20–38. 10.1177/002224299405800302
Mortensen, M. H. (2012). Understanding attractiveness in business relationships – A complete literature review. Industrial Marketing Management, 41(8), 1206–1218. 10.1016/j.indmarman.2012.10.005
Mouzas, S., Henneberg, S., & Naudé, P. (2007). Trust and reliance in business relationships. European Journal of Marketing, 41(9-10), 1016–1032. 10.1108/03090560710773327
Netemeyer, R. G., Bearden, W. O., & Sharma, S. (2003). Scaling procedures: Issues and applications, SAGE Publications.
Noorderhaven, N. G., Nooteboom, B., & Berger, H. (1998). Determinants of perceived interfirm dependence in industrial supplier relations. Journal of Management & Governance, 2(3), 213–232. 10.1023/A:1009962926611
Novkovic, S. (2006). Co-operative business: The role of co-operative principles and values. Journal of Co-Operative Studies, 39, 5–15.
O’Malley, L. (2014). Relational marketing: Development, debates and directions. Journal of Marketing Management, 30(11-12), 1220–1238. 10.1080/0267257X.2014.939592
Oliveira, R., Pozzebon, M., & van Heck, E. (2007). Veiling Holambra – Trading Brazilian flowers in the international market enabled by IT. Journal of Information Technology Case and Application Research, 9(1), 38–58. 10.1080/15228053.2007.10856106
Palmer, R., Lindgreen, A., & Vanhamme, J. (2005). Relationship marketing: Schools of thought and future research directions. Marketing Intelligence & Planning, 23(3), 313–330. 10.1108/02634500510597337
Pardo, C., Henneberg, S., Mouzas, S., & Naudé, P. (2005). Unpicking the meaning of value in key account management. University of Bath, 1, 1–30. 10.1017/CBO9781107415324.004
Patterson, P. G., Johnson, L. W., & Spreng, R. A. (1997). Modeling the determinants of customer satisfaction for business- to-business professional services. Journal of the Academy of Marketing Science, 25(1), 4–17. 10.1177/0092070397251002
Pihlajamaa, M., Kaipia, R., Aminoff, A., & Tanskanen, K. (2019). How to stimulate supplier innovation? Insights from a multiple case study. Journal of Purchasing and Supply Management, 25(3), 3. 10.1016/j.pursup.2019.05.001
Pinsonneault, A., Kraemer, K. L., Journal, S., Systems, I., Fall, N., & Taylor, P. (1993). Survey research methodology in management information systems: An assessment. Journal of Management Information Systems, 10(2), 75–105. 10.1080/07421222.1993.11518001
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3, Bönningstedt.
Schiele, H., & Vos, F. G. S. (2015). Dependency on suppliers as a peril in the acquisition of innovations? The role of buyer attractiveness in mitigating potential negative dependency effects in buyer–supplier relations. Australasian Marketing Journal, 23(2), 139–147. 10.1016/j.ausmj.2015.04.009
Sharma, A., Kumar, V., Yan, J., & Borah, A. A. S. B. (2019). Understanding the structural characteristics of a firm’s whole buyer–supplier network and its impact on international business performance. Journal of International Business Studies, 50(3), 365–392. 10.1057/s41267-019-00215-x
Sheth, J. (2017). Revitalizing relationship marketing. Journal of Services Marketing, 31(1), 6–10. 10.1108/JSM-11-2016-0397
Silva, L. C. (2012). Caracterização do setor atacadista de flores e plantas ornamentais no Brasil. Ph.D. dissertation, Universidade Federal de Lavras.
Sykuta, M. E., & Cook, M. L. (2001). A new institutional economics approach to contracts and cooperatives. American Journal of Agricultural Economics, 83(5), 1273–1279. 10.1111/0002-9092.00278
Tangpong, C., Michalisin, M. D., Traub, R. D., & Melcher, A. J. (2015). A review of buyer-supplier relationship typologies: Progress, problems, and future directions. Journal of Business & Industrial Marketing, 30(2), 153–170. 10.1108/JBIM-10-2012-0193
Tanskanen, K., & Aminoff, A. (2015). Buyer and supplier attractiveness in a strategic relationship – A dyadic multiple-case study. Industrial Marketing Management, 50, 128–141. 10.1016/j.indmarman.2015.04.011
Teixeira, M. G., & Roglio, K. D. (2015). The influences of institutional logics dynamics on organizational history: The case of Veiling Holambra cooperative. Brazilian Business Review, 12(1), 1–35. 10.15728/bbr.2015.12.1.1
Tescari, F. C., & Brito, L. A. L. (2016). Value creation and capture in buyer-supplier relationships: A new perspective. Revista de Administração de Empresas, 56(5), 474–488. 10.1590/s0034-759020160503
Tóth, Z., Thiesbrummel, C., Henneberg, S. C., & Naudé, P. (2015). Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA. Journal of Business Research, 68(3), 723–734. 10.1016/j.jbusres.2014.07.010
Veiling Holambra Cooperative. (2019). Site institucional da cooperativa Veiling Holambra. Retrieved from www.veiling.com.br/
Vieira, V., & Bonifácio-da-Silva, W. (2016). Uma análise da relação entre laços imersos e inovação do fornecedor no setor de cooperativismo. Revista de Administração, 51(4), 386–396. 10.1016/j.rausp.2016.07.003
Viio, P., & Grónroos, C. (2016). How buyer-seller relationship orientation affects adaptation of sales processes to the buying process. Industrial Marketing Management, 52, 37–46. 10.1016/j.indmarman.2015.07.013
Walter, A., Ritter, T., & Gemuenden, H. (2001). Value creation in buyer–seller relationships: Theoretical considerations and empirical results from a supplier's perspective. Industrial Marketing Management, 30(4), 365–377. 10.1016/S0019-8501(01)00156-0
Williamson, O. E. (1985). The economic institutions of capitalism: Firms, markets, relational contracting, Free Press.
Zaheer, A., McEvily, B., & Perrone, V. (1998). Does trust matter? Exploring the effects of interorganizational and interpersonal trust on performance. Organization Science, 9(2), 141–159. 10.1287/orsc.9.2.141
Zhou, Y., Zhang, X., Zhuang, G., & Zhou, N. (2015). Relational norms and collaborative activities: Roles in reducing opportunism in marketing channels. Industrial Marketing Management, 46, 147–159. 10.1016/j.indmarman.2015.01.014
Zylbersztajn, D. (1994). Organização de cooperativas: Desafios e tendências. Revista de Administração, 29, 23–32.
Zylbersztajn, D., & Neves, M. F. (Org.) (2000). Economia e gestão dos negócios agroalimentares, São Paulo: Pioneira.
Copyright (c) 2021 Rodrigo Soares Santana , Gustavo Hermínio Salati Marcondes de Moraes, Hermes Moretti Ribeiro da Silva
This work is licensed under a Creative Commons Attribution 4.0 International License.
Management Department of the School of Economics, Management and Accounting of the University of São Paulo.
The publication of article segments is allowed, subject to prior authorization and source identification.
Copyright is regulated under Licença Creative Commons Attribution