Interfirm Relational Drivers of Customer Value

Robert W. Palmatier

465 citations0/0 files storedJournal of Marketing

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Customer Service Quality and Loyalty Quality and Supply Management Corporate Governance and Management

Abstract

This article integrates social network and exchange theory to develop a model of customer value based on three relational drivers: relationship quality (the caliber of relational ties), contact density (the number of relational ties), and contact authority (the decision-making capability of relational contacts). The results suggest that the value generated from interfirm relationships derives not only from the quality of customer ties (e.g., trust, commitment, norms), as is typically modeled, but also from the number and decision-making capability of interfirm contacts and the interactions among relational drivers. Moderator analysis of customer characteristics suggests that increasing contact density benefits sellers that have customers with high employee turnover rates, whereas building relationships with key decisions makers generates the highest returns among customers that are more difficult to access. The conceptual model of the impact of interfirm relational drivers on customer value receives support from dyadic data across 446 business-to-business exchanges.

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References

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