Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Abstract

Purpose In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions. Design/methodology/approach Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets. Findings This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets. Practical implications The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology. Originality/value In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.

A nomological framework of antecedents and postcedents to satisfaction in purchase and sales business relationships

“…Finally, a number of researchers noted the importance of the interaction between trust, commitment and satisfaction as essential elements to establish and maintain successful business relationships (Farrelly and Quester, 2005;Ferro et al, 2016;Lasrado et al, 2022). Thus, similar to previous research establishing a relationship between trust and satisfaction as well as between commitment and satisfaction (Mpinganjira et al, 2013;Mysen et al, 2015;Pad ın et al, 2017;Razzaque and Boon, 2003;Sales-Viv o et al, 2020;Shamdasani and Sheth, 1995), we hypothesize that:…”

“…With the trend of de-intermediation brought about by the platform economy in recent years, intermediaries with both purchase and sales relations in their value chains are facing huge demand uncertainty and fierce competition (Zhao et al, 2021), with supply chain relationships becoming more complex (He and Sun, 2020). Undoubtedly, relationship maintenance is becoming even more critical for survival and growth in the business-to-business (B2B) domain (Chang et al, 2012;Lasrado et al, 2022) since failure to nurture relationships could result in business partners switching to competitors (Padgett et al, 2020). While creating and maintaining long-term business relationships is a dynamic and ever evolving process (Chang et al, 2012;Lasrado et al, 2022), research established that consistently ensuring customer satisfaction is critical to this process (Guan et al, 2022;Sales-Viv o et al, 2021).…”

“…Undoubtedly, relationship maintenance is becoming even more critical for survival and growth in the business-to-business (B2B) domain (Chang et al, 2012;Lasrado et al, 2022) since failure to nurture relationships could result in business partners switching to competitors (Padgett et al, 2020). While creating and maintaining long-term business relationships is a dynamic and ever evolving process (Chang et al, 2012;Lasrado et al, 2022), research established that consistently ensuring customer satisfaction is critical to this process (Guan et al, 2022;Sales-Viv o et al, 2021).…”

“…The importance of satisfaction is further underscored by its inclusion as a key construct of relationship quality, together with trust and commitment (Balla et al, 2015;Elbeltagi and Agag, 2016;Lasrado et al, 2022;Roy and Eshghi, 2013;Sales-Viv o et al, 2021). The relevance of studying relationship quality lies therein that it is believed that loyalty is dependent uponand thus predicted bythe strength of the relationship (i.e.…”

“…With the trend of de-intermediation brought about by the platform economy in recent years, intermediaries with both purchase and sales relations in their value chains are facing huge demand uncertainty and fierce competition (Zhao et al ., 2021), with supply chain relationships becoming more complex (He and Sun, 2020). Undoubtedly, relationship maintenance is becoming even more critical for survival and growth in the business-to-business (B2B) domain (Chang et al ., 2012; Lasrado et al. , 2022) since failure to nurture relationships could result in business partners switching to competitors (Padgett et al.…”