Manage your offering or manage your relationship?

Herbert F. MacKenzie (Associate Professor of Marketing at Memorial University of Newfoundland, Faculty of Business Administration, St John’s, Newfoundland, Canada A1B 3X5. Tel: 709 737 4388; Fax: 709 737 7680.)
Kenneth G. Hardy (Professor of Marketing at the University of Western Ontario, Richard Ivey School of Business, London, Ontario, Canada N6A 3K7)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 1 December 1996


Competing models (the supplier offering and relationship management models) were tested in a maintenance, repair, and operating supplies purchasing environment to examine which better predicted customer satisfaction, trust, and supplier partnering attractiveness. These models were also tested against a combined model to see if the more comprehensive model improved prediction. The results provide evidence that relationships may be more important than the variables frequently investigated in the organizational buying behavior literature relating to supplier choice.



MacKenzie, H. and Hardy, K. (1996), "Manage your offering or manage your relationship?", Journal of Business & Industrial Marketing, Vol. 11 No. 6, pp. 20-37.

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Copyright © 1996, MCB UP Limited

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