Value proposition in the buyer-seller relationship quality: a mixed method approach Online publication date: Fri, 13-Oct-2023
by Sayyed Mohammad Javad Rejali; Ali Sanayei; Majid Mohammad Shafiee
International Journal of Procurement Management (IJPM), Vol. 18, No. 3, 2023
Abstract: This paper seeks to conceptually propose a new model of buyer-seller relationship quality (RQ) and then to empirically test the model. Considering several variables in the field of business relationships, this research gives emphasis to mediating and moderating variables. Using a mixed method approach, qualitative research is used to develop our understanding of the buyer-seller RQ and to achieve a new conceptual model. Then the partial least squares (PLS) method is used to quantitatively test the conceptual model. The results indicate that two categories of variables affect the buyer-seller RQ, which we termed inter-organisational and inter-personal variables. Also, RQ and customer perceived value (CPV) serve as mediating variables in the buyer-seller RQ model to influence attitudinal and behavioural loyalty. Additionally, market turbulence and seller openness has been found to play the role of moderating variables.
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