The Antecedents of Communication in Buyer-Seller Relationships
DOI:
https://doi.org/10.17010/ijom/2014/v44/i3/80424Keywords:
Communication
, Antecedents, Conflict, Opportunism, Unfairness, Goal Incongruity, Cooperation, Trust, Satisfaction, Relational NormsPaper Submission Date
, November 23, 2013, Paper sent back for Revision, December 2, Paper Acceptance Date, December 14, 2013.Abstract
Communication in buyer-seller relationships has an important role in boosting relationship performance. As a conceptual paper, this study proposes the antecedents of communication in buyer-seller relationships based on relationship marketing and transaction cost paradigms. From a literature review on relationship marketing and transaction cost literature, this study proposes the eight possible antecedents of communication - conflict, opportunism, unfairness, goal incongruity, cooperation, trust, satisfaction, and relational norms. Consequently, this study extends knowledge on how to boost communication in buyer-seller relationships. This study provides bright avenues and theoretical backgrounds for future empirical studies related to communication in buyer-seller relationships. This study provides helpful insights to academics and practitioners who are interested in understanding and utilizing communication as a tool for boosting relationship performance as well.Downloads
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