This study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction.
A model studies the association of VcC to Trust, Commitment and Satisfaction, the latter in its economic and social dimensions. The relationships in the model are empirically contrasted twice (with suppliers and clients) for a sample of 77 firms participating in an industrial panel, the Spanish Furniture Market Observatory.
Using PLS-SEM, results suggest that, in industrial B2B relationships, VcC acts as antecedent of Trust and, to a minor extent, of Commitment. It also has a positive effect on Social Satisfaction, the latter having a positive effect in turn on Economic Satisfaction.
Results are limited to the Spanish furniture industry with a cross-sectional approach. The linkages between VcC and Commitment, as well as the differences found between Social Satisfaction and Economic Satisfaction, need replications.
The study suggests that VcC is the core of B2B industrial relationships. VcC may also boost Economic Satisfaction.
Literature on VcC has been extensive in B2C and B2B mostly for service contexts; this paper contributes by bringing evidence from a B2B manufacturing context. At the same time, it depicts a triadic approach of VcC in B2B, by measuring the relationships with both the manufacturer's main supplier and main client. The study also contributes with evidence to the role played by Trust and Commitment in the relationship between VcC and two Satisfactions.
The authors are grateful to AIDIMME (Metal-processing, Furniture, Wood and Packaging Technology Institute) which runs the Spanish Furniture Market Observatory and has kindly collaborated in the empiric study. This Observatory is funded by the Valencian Government through IVACE (The Valencian Institute of Business Competitiveness). Data collection for this research has been funded by the Supporting Programme for Innovative Business Clusters (AEI, in Spanish) of the Ministry of Industry, Commerce and Tourism. Revision of the English version for submission has been funded by the Valencian Government.
Sales-Vivó, V., Gil-Saura, I. and Gallarza, M. (2020), "Modelling value co-creation in triadic B2B industrial relationships", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-11-2019-0574Download as .RIS
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