Title: Value proposition in the buyer-seller relationship quality: a mixed method approach

Authors: Sayyed Mohammad Javad Rejali; Ali Sanayei; Majid Mohammad Shafiee

Addresses: Department of Management, University of Isfahan, Isfahan, Iran ' Department of Management, University of Isfahan, Isfahan, Iran ' Department of Management, University of Isfahan, Isfahan, Iran

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.

Keywords: buyer-seller relationship; customer perceived value; CPV; industrial marketing; market turbulence; mixed method; relationship quality; RQ.

DOI: 10.1504/IJPM.2023.134195

International Journal of Procurement Management, 2023 Vol.18 No.3, pp.357 - 386

Received: 23 Dec 2021
Accepted: 19 Jun 2022
Published online: 13 Oct 2023 *

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