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The Efficacy of Relational Governance and Value-Creating Relational Investments in Revenue Enhancement in Supplier–Buyer Relationships

  • Muhammad Zafar Yaqub
  • Rudolf Vetschera
Chapter
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Abstract

The paper integrates and extends insights from relational exchange theory and value exchange model to discuss the efficacy of relational governance and value-creating relational investments to affect certain revenue-enhancing (relational) behaviours. It is postulated that value-creating relational investments made in a highly relational environment successful enough to engender high relationship quality (manifested through total partner satisfaction and inter-organizational trust) result in higher interorganizational commitment. This commitment ultimately translates into superior performance of the focal firm since partners exhibit revenue-enhancing behaviours like longevity of relationship, increased business share, positive word-of-mouth and reduced partial defection. It is further argued that the dynamics of model may vary across different phases of relationship life cycle and are moderated by the nodes’ relational polygamy.

Keywords

Relationship Quality Relational Norm Focal Firm Transaction Cost Economic Exchange Partner 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Muhammad Zafar Yaqub
  • Rudolf Vetschera
    • 1
  1. 1.Centre for Business StudiesUniversity of ViennaViennaAustria

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