Muhammad Zafar Yaqub

The Impact of Relational Norms on Key Relational Outcomes in Supplier–Buyer Relationships

Previous research in the relational exchange theory has discussed efficacy of the relational norms as an important driver of the performance of exchange relationships. A number of studies, in different business contexts, have shown that the relational norms (altogether, the relational governance) positively affect the relational outcomes like satisfaction, trust and/or commitment (altogether, the relationship quality) that eventually lead to an enhancement in the value co-created by the exchange partners. However, most of these studies have theoretically and/or empirically treated relational norms and/or the intermediate relational outcomes as complex/abstract higher-order constructs. The author argues that such a treatment of these relational constructs may lead to the loss of useful information about the interaction of individual norms with the various facets/dimensions of these relational outcomes. While discussing its necessity and merits, the paper, by elaborating upon the interaction among these antecedent and outcome constructs complements and further extends the argument advanced in the relational exchange theory. The results from an empirical study conducted in the context of supplier-intermediate buyer dyadic relationships offer some interesting insights into the dynamics of relational exchanges in the downstream structural arrangements. The paper specifically contributes to the relational exchange literature by empirically demonstrating the phenomena like unilateral-relationalism and the relationality-paradox over and above presenting an unprecedented discussion on the association among the individual relational norms and the key relational outcomes.