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The current literature on the relationship quality dimension is mainly reflected in relational marketing and B2B. Because high quality relationship is a very important factor for satisfying the needs of organizations and organizations, and the improvement of relationship quality will inevitably lead to the emergence of high quality relationships. Therefore, in the B2B field in recent years, research on the quality of relationship abroad has been conducted abroad. And domestic has become a prominent hot spot. However, research on the quality of B2B relations cannot avoid the study of its dimensions.
I. Quality of B2B Relationship Domestically well-known management expert Liu Renhuai (2005) pointed out that on the basis of summarizing a large number of foreign language documents, the definition of relationship quality is: as part of the perceived quality, the relationship quality is the relationship subject to satisfy the relationship according to a certain standard. Common cognitive evaluation of the degree of demand.
For the definition of relationship quality in the B2B environment, there is still relatively little research in the academia. The representative view is proposed by Holmlund (2001). He proposed that the quality of perceptual relations refers to the comprehensive evaluation and perception of commercial contacts between important persons of the two parties in business relations according to certain criteria.
Second, the B2B relationship quality dimension First of all, the earliest exposition of the B2B relationship quality dimension was proposed by Mohr and Spekman (1994) and other scholars, his theory is based on the results of the research theory of Crosby et al. Drawn. He found out through empirical research that the characteristics of the B2B partnership can be derived from the following aspects: commitment, cooperation, equality, trust, communication, quality and participation in communication, and ability to resolve conflicts. Through these efforts, we can establish a successful B2B partnership.
Second, the development of the long-term relationship of B2B relationship quality between Kumar, Screer, and Steenkap (1995) is based on trust, commitment, relationship investment, and continuity of relationships.
Then, when TaoGao (1999) influences the relationship quality in the organization transaction to the perceived value of the customer, he puts forward that the dimension of relationship quality specifically includes the following three aspects: mutual trust, mutual commitment and mutual dependence.
Peter Buttle (2000) proposed that the quality of the relationship between a company and its suppliers can be expressed in the following dimensions: trust, demand, ability, benefits, and integration. His proposal for these five dimensions is based on a summary of the relationship between a large number of companies and their suppliers.
Torre and Ring (2001) proposed that the dimensions of relationship quality in the B2B environment include interaction, negotiation, and start conditions for the B2B relationship. They came to the above conclusions based on the study of the relationship between members of strategic alliances from the perspective of social interaction and relationship life cycle.
Compared with the opinions of several scholars above, Holmlund (2001) put forward a more novel view. He proposed that the dimensions of B2B relationship quality should all include three levels of sub-dimensions: social dimension, economic dimension, and technical dimension. The viewpoint has important guiding significance for the future research on the quality of B2B relationship, especially for the research on the B2B relationship quality model in each research field.
Sean De Burca, Brian Fynes, and Evelyn Roche (2004) put forward a number of predecessors and put forward the dimensions of B2B relationship quality including commitment, collaboration, trust, connection, and adaptation. And most importantly, he conducted a more in-depth exposition of Holmund's research results. And he proposed two factors that influence the perception of B2B relationship quality, namely culture and previous experience.
Ruben Chumpitaz and Nicholas G. Based on the relationship between service quality and relationship quality of Paparoidamis (2004) B2B, the dimensions of relationship quality are specifically included in the two dimensions of satisfaction and loyalty.
Ka-shing Woo and Chritine T. Ennew (2004) came up with the dimensions of relationship quality in the consulting industry in the B2B field, which are atmosphere, adaptation and collaboration. They work through the quality of relationships to influence the quality of service, satisfaction, and behavioral intentions of customers through relationship quality, so that the consulting industry can better maintain long-term relationships with customers.
Wolfang-Ulaga and Andreas-Eggert (2006) put forward the dimensions of B2B relationship quality in their articles on relationship quality and relational value, including satisfaction, trust, and commitment. They believe that these three dimensions apply not only to relational quality, but also directly to Relationship value.
III. CONCLUSION AND OUTLOOK From the above description of the dimensions of B2B relationship quality, we can see that trust, commitment, and satisfaction are the dimensions that most foreign scholars believe in the quality of B2B relationships. At the same time, the current study on the quality of relationships not only regards relational quality as a final causal variable, but also considers the dimension directly affecting the quality of relationships as the starting independent variable. Now it is almost the quality of all B2B relationships. In the model, the dimensions of the direct influence on the quality of the relationship are set to the relevant sub-dimensions. This can more fully study the relationship between B2B companies and customers. This is the current research hotspot and the main research direction in the future.
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