The Antecedent Factors Influencing Long-term Relationship Orientation in Overseas B2B Markets

• 영문명: The Antecedent Factors Influencing Long-term Relationship Orientation in Overseas B2B Markets
• 발행기관: 한국무역연구원
• 저자명: Hao Zhang Yeung-Kurn Park Xueting Zhang
• 간행물 정보: 『무역연구』제18권 제6호, 63~79쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose – Based on the past overseas business experiences of China Business to Business (B2B) enterprises, this study focuses on the influence of relationship marketing factors on the long-term relationship orientation of trading partners. First, this study discusses whether the relationship marketing factors in B2B environment-information sharing, customer orientation and interdependence will lead to the relationship satisfaction of enterprise customers. Then, it discusses whether relationship satisfaction leads to long-term relationship orientation of corporate customers. Finally, the mediating role of relationship satisfaction between relationship marketing factors and long-term relationship orientation is analyzed. Design/Methodology/Approach – The data were collected through questionnaires, and the persons in charge of sales and purchases of 350 B2B enterprises in China were investigated. Finally, 296 valid questionnaires were used for research and analysis. Findings – The analysis results of this study are summarized as follows: First, this study reveals the positive influence of relationship marketing factors such as information sharing, customer orientation and interdependence on relationship satisfaction. Second, relationship satisfaction is confirmed to have a positive impact on long-term relationship orientation. Third, the analysis of the mediating effect of relationship satisfaction shows that “relationship marketing factors lead to long-term relationship orientation through relationship satisfaction. Research Implications – This study confirms that information sharing, customer orientation, and interdependence are key factors that shape relationship satisfaction. Managers of B2B companies should have a clear understanding of relationship marketing. All policies and behaviors of an enterprise must be guided by the interests and needs of enterprise customers and ran through the entire process of production and marketing. Enterprises should strengthen two-way communication with corporate customers to understand each other’s needs and gradually form interdependent relationships with corporate customers. They should provide customers with comprehensive and thoughtful services, so that they can have a sense of identity and belonging to the enterprise, and then achieve relationship satisfaction and be willing to maintain a long-term relationship.

목차

I. Introduction

II. Theoretical Background and Hypotheses

III. Research Methods

IV. Analysis of Results

IV. Conclusion

References

키워드

Customer Orientation Information Sharing Interdependence Long-term Relationship Orientation Relationship Marketing Relationship Satisfaction