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Post‐satisfaction factors affecting the long‐term orientation of supply relationships

Jesús J. Cambra‐Fierro (Departamento Dirección de Empresas, University Pablo de Olavide, Seville, Spain)
Yolanda Polo‐Redondo (Departamento Economía y Dirección de Empresas, University of Zaragoza, Zaragoza, Spain)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 August 2011

Abstract

Purpose

This article seeks to analyze the concept of the long‐term orientation of relationships in the supply chain (SC). This research aims to study interactions between satisfaction and commitment with the relational perspective of firm‐supplier relationships.

Design/methodology/approach

The establishment of a “post‐satisfaction” framework is necessary. A model based on structural equations is used to test the set of hypotheses.

Findings

The findings show that cooperation, communication, satisfaction, proved trust and commitment explain the long‐term orientation of the relationships in the SC.

Research limitations/implications

This research only considers the buyer's perspective. The article considers some implications relating to different profiles of trust.

Practical implications

The article includes several implications about how to communicate with customers and suppliers, how to cooperate with customers and suppliers, why buyers trust suppliers, how buyers perceive satisfaction, and how buyers commit to suppliers.

Originality/value

This research, based on its “post‐satisfaction” approach, aims to complete the framework proposed by Cambra and Polo. Ideas related to the evolution of trust (“previous” vs “proved” trust) are discussed.

Keywords

Citation

Cambra‐Fierro, J.J. and Polo‐Redondo, Y. (2011), "Post‐satisfaction factors affecting the long‐term orientation of supply relationships", Journal of Business & Industrial Marketing, Vol. 26 No. 6, pp. 395-406. https://doi.org/10.1108/08858621111156395

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited