Integrating reciprocity into a social exchange model of inter-firm B2B relationships

Kevin E. Voss (School of Marketing and International Business, Oklahoma State University, Stillwater, Oklahoma, USA)
Emily C. Tanner (College of Business and Economics, West Virginia University, Morgantown, West Virginia, USA)
Mayoor Mohan (Department of Marketing, Virginia Commonwealth University, Richmond, Virginia, USA)
Yong-Ki Lee (Business Administration, Sejong University, Seoul, Republic of Korea)
Hong Keun Kim (Graduate School of Venture, Hoseo University, Seoul, Republic of Korea)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 7 October 2019

Abstract

Purpose

Reciprocity has traditionally been overlooked in social exchange models of inter-firm relationships. Therefore, this research integrates reciprocity and its antecedents into a social exchange model of inter-firm relationships.

Design/methodology/approach

The authors collected primary data from a sample of firms in the Republic of Korea using a questionnaire. They also used covariance-based structural equations modeling to fit the model given the proposed conceptualization.

Findings

Both conceptually and empirically, adding reciprocity and its antecedents to the social exchange model produce results that differ from previously published papers. Specifically, reciprocity affects information exchanged indirectly through both credibility and benevolence trust. In addition, the effect of information exchange mediates the effect of trust on calculative and affective commitment.

Research limitations/implications

The foundation of long-term inter-firm relationships is quality information exchange, which is based on the development of credibility and benevolence trust, which in turn is based on reciprocity. Thus, reciprocity is a key variable in relationship development.

Originality/value

To the best of the authors’ knowledge, this paper is among the first to combine reciprocity and its antecedents into a social exchange model that contains trust and commitment. This model provides a bigger picture of how firms develop long-term relationships with their partner firms.

Keywords

Citation

Voss, K., Tanner, E., Mohan, M., Lee, Y. and Kim, H. (2019), "Integrating reciprocity into a social exchange model of inter-firm B2B relationships", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1668-1680. https://doi.org/10.1108/JBIM-07-2018-0219

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.