The impact of social and contractual enforcement on reseller performance: the mediating role of coordination and inequity during adoption of a new technology

Abstract

Purpose

The purpose of this paper is to examine the impact of social and contractual enforcement on the performance of business-to-business relationship. The research also tests the mediating role of perceived inequity and coordination.

Design/methodology/approach

A survey methodology was used to obtain responses from 224 decision-makers at reseller organizations. The data were analyzed using structural equation modeling.

Findings

It was found that both social and contractual enforcement impact relationship performance. Perceived inequity and coordination are important moderators of those relationships, as social enforcement increases coordination and reduces perceived inequity, while contractual enforcement increases perceived inequity.

Originality/value

While previous studies examined enforcement impact on coordination and conflict, this study links it to relationship performance. Importantly, enforcement’s relationship with perceived inequity is also examined in the context of B2B relationship.

Citation

Osmonbekov, T., Gregory, B., Chelariu, C. and Johnston, W.J. (2016), "The impact of social and contractual enforcement on reseller performance: the mediating role of coordination and inequity during adoption of a new technology", Journal of Business & Industrial Marketing, Vol. 31 No. 6, pp. 808-818. https://doi.org/10.1108/JBIM-12-2014-0260