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Do relational benefits influence commitments and loyalty in a non-contract mechanism?

Chang-Ju Lee (Graduate School of Business, Sejong University, Seoul, Republic of Korea)
Sae-Mi Lee (School of Global Business, Kyungil University, Gyeongsan, Republic of Korea)
Rajesh Iyer (Department of Marketing, Foster College of Business, Bradley University, Peoria, Illinois, USA)
Yong-Ki Lee (School of Business and Sejong Sustainable Energy Environment Biology Institute, Sejong University, Seoul, Republic of Korea)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 13 December 2022

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Abstract

Purpose

The study focuses on how to build long-term relationships with multi-channel agencies (MCAs) (dealers) who serve multiple manufacturers on a non-exclusive basis in a business-to-business (B2B) market. This study looks at the framework of relational benefits-commitment-long term orientation in a business-to-business context.

Design/methodology/approach

Data were collected from MCAs of three leading companies in the food distribution business. The survey used established scales to measure the relational benefits (core, operational, social and special treatment), commitment (affective and calculative) and long-term orientation (LTO).

Findings

The findings of the study show that core, social and special treatment benefits influence calculative commitment, and operational and special treatment benefits influence affective commitment. The study also supports that calculative and affective commitment play an important role in understanding the loyalty of MCAs.

Originality/value

The research examines how relational benefits impact commitment and loyalty among MCAs and manufacturers, in a non-exclusive relationship, in the business-to-business environment. This study incorporates social exchange theory (SET), relational benefits paradigm and commitment and long-term orientation in its framework and tests it within the food distribution industry. This study is the first of its kind to examine the effects of relational benefits on MCAs behavior in a food supplier–buyer setting.

Keywords

Citation

Lee, C.-J., Lee, S.-M., Iyer, R. and Lee, Y.-K. (2022), "Do relational benefits influence commitments and loyalty in a non-contract mechanism?", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-11-2021-0835

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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