James M. Barry

Trust determinants and outcomes in global B2B services

Purpose – The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched domain.Design/methodology/approach – A literature review and results of qualitative interviews in the paper provide a conceptual framework for the trust formation process and relational outcomes of trust. The research then tests a model of hypothesized relationships using structural equation modeling.Findings – The paper confirms the influence of trust building behaviors (social interaction, open communications, customer orientation) and service outcomes (technical, functional and economic quality) on trust formation. Trust is shown to have a positive influence on key relational outcomes, loyalty commitment and share of purchases.Research limitations/implications – The sample consists of buyers of aviation component repair s...

A cross‐cultural examination of relationship strength in B2B services

Purpose – The purpose of this paper is to specify and test factors surrounding relationship strength between buyers and suppliers in a global, business‐to‐business (B2B) services context. In so doing, the paper helps extend relationship marketing theories to this under‐researched domain.Design/methodology/approach – A literature review, along with results of field interviews and surveys, provide a conceptual framework for the relationship strength formation process in the context of multi‐cultures. The research then tests a model of hypothesized relationships using structural equation modeling.Findings – The paper confirms the influence of perceived value, switching costs and relationship quality (satisfaction, trust and affective commitment) on relationship strength. As predicted, relationship quality mediates the influence that perceived value has on relationship strength. Switching costs further mediate the influence that relationship quality has on relationship strength which, in turn, influences subs...

Empirical study of relationship value in industrial services

Purpose – The purpose of this paper is to assist industrial service providers in building relationships that maximize value to their customers. The study aims to add to relationship value research by examining its dimensions, antecedents, outcomes, and cross‐culture relevance.Design/methodology/approach – Using structural equation modeling, the study examines the influence that relationship value has on commitment and intentions, as well as the determinants of value encompassing the core offering, sourcing process and buyer operations. The sample covers 42 countries for cross‐cultural perspectives.Findings – By understanding the factors creating relationship value, providers are more likely to build enduring relationships with their buyers. Findings confirm that commitment and intentions are influenced by relationship value, which, in turn, is impacted by benefits such as performance, efficiency, and reliability as well as comparative costs and switching costs.Research limitations/implications – The study...

Performance Outcomes of Behavioral Attributes in Buyer-Supplier Relationships

Purpose – The purpose of this paper is to explain the impact of relationship capital (trust and commitment) and the exchange climate (communication, conflict resolution and cooperation) on performance satisfaction in the context of buyer–supplier relationships. The study also examines the influence of national culture on the proposed relationships. Design/methodology/approach – A conceptual model and accompanying research hypotheses are tested on data from a survey of 169 US and 110 Brazilian buyers. Structural equation modeling (AMOS 18.0) is used to test the hypotheses. Findings – Results suggest that performance satisfaction is highly dependent on the level of relationship capital and climate of information exchange between buyer and supplier. Quality communication and conflict resolution have the greatest impact on performance satisfaction while trust’s influence is both direct and mediated by the exchange climate. Research limitations/implications – The study is limited to a two-country sample in a b...

Cross-Cultural Examination of Relationship Quality

ABSTRACT This study of relationship quality contributes to the field of global industrial services marketing by examining relational and economic determinants and an outcome of relationship quality in a cross-cultural setting. The sample includes 202 buyers of industrial services from 42 countries. A conceptual model is proposed and tested using structural equation modeling. The study concludes that a buyers expectation of continuity with a service provider is influenced more by relationship quality than by perceived economic value. Relationship quality, in turn, is impacted by perceived economic value, relationship bonds, and relationship investments. Results partially confirm the interpersonal predispositions of collectivist cultures. For example, buyers from collectivist cultures place significantly more emphasis on relationship investments than do buyers from individualist cultures. These findings have important implications for marketing theory and practice.

B2B commitment building in emerging markets: the case of Brazil

The research examines the suitability of relationship marketing paradigms to emerging markets (EMs) through the lens of communication, relationship benefits and commitment. Using the U.S. as a developed nation sample and Brazil as a proxy for EM countries like the BRIC nations, a B2B buyer–supplier commitment-building model is conceptualized and tested for context-specific boundaries. The study compares communication behaviors and relationship benefits along functional, psychological and social dimensions to discern the evaluation process and governance mechanisms influenced by an EM buyer’s institutional environment. Results showed that buyers from relation-based EMs like Brazil base their relationship commitment more on the psychological attributes of the partnership, while a buyer’s commitment-building process in rule-based, developed nations like the US is largely influenced by functional attributes.

A DYADIC EXAMINATION OF INSPIRATIONAL FACTORS DRIVING B2B SOCIAL MEDIA INFLUENCE

This study demonstrates how digital content, engagement strategies, and influence tactics inspire social media communities to embrace B2B marketers seeking their advocacy. Using grounded theory in the context of transformational and charismatic leadership, a model is proposed for examining a marketer’s capacity to inspire. Along with its proposed antecedents and outcomes, inspirational motivation was tested on a dyad of 171 influencer/content evaluators. Results confirmed that inspirational motivation drives social media influence. Inspirational motivation, in turn, is directly influenced by humor, visionary insights, and engagement. Results also showed support for the mediating influence humor has on visual storytelling and inspirational motivation.

HUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT

This study extends research on humor effectiveness to videos intended for social media engagement. A survey and content analysis of 2,911 videos revealed an attitude favorability toward humor over serious entertainment, especially when the message is intended for goods classified as low involvement and emotionally motivated. The study also suggests, however, that humor may dissuade social media participants from imparting comments. Although examination of structural characteristics suggests no significant differences in the performance of humor types suggested in Speck’s (1991) taxonomy, results showed that content is more favorably received when humor dominates than when humor is subordinate to message information.

Relationship Strength and Quality in Industrial Services: A Global Empirical Study

This paper presents the results of an empirical study that examines factors driving relationship strength and relationship quality between buyers and suppliers of industrial services. The primary objective of the study is to develop an explanatory model anchored on relationship strength that is comprehensive and globally relevant, while reflecting both the instrumental/economic and relational determinants of strength. The choice of relationship strength and quality is made because of their well documented ties to buyer patronage and relationship profits. Yet despite the attention paid to the subject, little empirical research has been devoted to understanding what drives these outcomes. Of the existing studies, few examine enough variables and their interrelationships to provide marketing practitioners with a useful, predictive model. Moreover, the direction of research is guided by independent theoretical frameworks. One strain of literature suggests that researchers frame their models along economic or instrumental dimensions while another argues for models to be anchored on relational factors. As a result, studies in this area are fragmented across multiple literature domains.

Operationalizing Relationship Value: An Empirical Study of Antecedents, Outcomes and Construct Dimensions

A growing challenge facing industrial service providers is how to build collaborative relationships with their customers in a way that maximizes value to the firm. By understanding the factors that create value, suppliers are more likely to build stronger and more enduring relationships by emphasizing the relational dimensions that are difficult to duplicate. This study conceptualizes and operationalizes the relationship value construct through an examination of its dimensions, antecedents and outcomes in industrial service settings. The study represents perspectives of buyers across 42 countries engaged in the purchase of aviation component repairs. Results demonstrate that relationship value adds more explanatory power to a model that links service quality, relational investments, and customer orientation to affective commitment, future intentions and buyer willingness to invest.