A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain

Objective: The purpose of this research is to further develop a model of buyer-seller relationship in industrial markets based on the buyer’s approach in supply chain of Iran oil industry. Given the increasing competition in industrial markets (B2B), the buyer- seller relationship is considered as a...

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Autores principales:	Seyyed Mohammad Javad Rejali, Ali Sanayei, Majid Mohammad shafiee
Formato:	article
Lenguaje:	FA
Publicado:	University of Tehran 2021
Materias:	buyer-seller relationship customer’s perceived value relationship marketing structural equation modeling Business HF5001-6182
Acceso en línea:	https://doaj.org/article/55265706bdaf45ec80f13ec906dc25b9
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spelling	oai:doaj.org-article:55265706bdaf45ec80f13ec906dc25b92021-11-14T05:41:55ZA Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain2008-59072423-509110.22059/jibm.2020.293884.3722https://doaj.org/article/55265706bdaf45ec80f13ec906dc25b92021-04-01T00:00:00Zhttps://jibm.ut.ac.ir/article_82183_16879e9d3bebb3ee3274121479aae168.pdfhttps://doaj.org/toc/2008-5907https://doaj.org/toc/2423-5091Objective: The purpose of this research is to further develop a model of buyer-seller relationship in industrial markets based on the buyer’s approach in supply chain of Iran oil industry. Given the increasing competition in industrial markets (B2B), the buyer- seller relationship is considered as an appropriate model for establishing and maintaining a long-term relationship with customers. Methodology: This mixed research is applied, fundamental, and developmental in terms of orientation. And it is a descriptive survey in terms of data collection. The qualitative phase of the present study concerns with the identification of themes and components of the buyer-seller relationship; it also includes the development of the primary and secondary parameters accordingly. In the quantitative phase of the present study and based on the literature review and results of the qualitative research, the conceptual model was developed, and then evaluated using structural equation method (partial least squares). The statistical population for the qualitative phase includes managers and purchasing experts working in companies affiliated with the National Iranian Oil Company who had at least ten years of work experience in the field of purchasing with a bachelor's degree or higher. At this stage, the snowball sampling method was used. In other words, the interviewees were asked to introduce other experts in the industry. Findings: The results indicated the positive impact of the quality of buyer-seller relationship on the customer’s perceived value and attitudinal loyalty. Moreover, the relationship quality has a positive effect on behavioral loyalty (intention to repurchase) through the mediating rooe of attitudinal loyalty. On the other hand, the positive effect of the customer’s perceived value on attitudinal and behavioral loyalty was supported by the findings of this study. However, the direct effect of relationship quality on behavioral loyalty was not supported among industrial customers. Besdies, the negative effect of market turbulence (mediating variable) on the association between relationship quality and customer’s perceived value was also confirmed. Conclusion: A few studies have investigated industrial marketing, especially the area of buyer-seller relationships in industrial markets. The present study contributes to the literature by developing a local model of buyer-seller relationship, its dimensions, as well as the customer’s perceived value among Iranian industrial buyers. The innovative contribution of the present study refers to the empirical examination of the impact of relationship quality and the customer’s perceived value on attitudinal and behavioral loyalty. Furthermore, market turbulence was identified and examined as an intervening variable in the buyer–seller relationship model for the first time in this studySeyyed Mohammad Javad RejaliAli SanayeiMajid Mohammad shafieeUniversity of Tehranarticlebuyer-seller relationshipcustomer’s perceived valuerelationship marketingstructural equation modelingBusinessHF5001-6182FA‫مدیریت بازرگانی, Vol 13, Iss 1, Pp 273-303 (2021)
institution	DOAJ
collection	DOAJ
language	FA
topic	buyer-seller relationship customer’s perceived value relationship marketing structural equation modeling Business HF5001-6182
spellingShingle	buyer-seller relationship customer’s perceived value relationship marketing structural equation modeling Business HF5001-6182 Seyyed Mohammad Javad Rejali Ali Sanayei Majid Mohammad shafiee A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
description	Objective: The purpose of this research is to further develop a model of buyer-seller relationship in industrial markets based on the buyer’s approach in supply chain of Iran oil industry. Given the increasing competition in industrial markets (B2B), the buyer- seller relationship is considered as an appropriate model for establishing and maintaining a long-term relationship with customers. Methodology: This mixed research is applied, fundamental, and developmental in terms of orientation. And it is a descriptive survey in terms of data collection. The qualitative phase of the present study concerns with the identification of themes and components of the buyer-seller relationship; it also includes the development of the primary and secondary parameters accordingly. In the quantitative phase of the present study and based on the literature review and results of the qualitative research, the conceptual model was developed, and then evaluated using structural equation method (partial least squares). The statistical population for the qualitative phase includes managers and purchasing experts working in companies affiliated with the National Iranian Oil Company who had at least ten years of work experience in the field of purchasing with a bachelor's degree or higher. At this stage, the snowball sampling method was used. In other words, the interviewees were asked to introduce other experts in the industry. Findings: The results indicated the positive impact of the quality of buyer-seller relationship on the customer’s perceived value and attitudinal loyalty. Moreover, the relationship quality has a positive effect on behavioral loyalty (intention to repurchase) through the mediating rooe of attitudinal loyalty. On the other hand, the positive effect of the customer’s perceived value on attitudinal and behavioral loyalty was supported by the findings of this study. However, the direct effect of relationship quality on behavioral loyalty was not supported among industrial customers. Besdies, the negative effect of market turbulence (mediating variable) on the association between relationship quality and customer’s perceived value was also confirmed. Conclusion: A few studies have investigated industrial marketing, especially the area of buyer-seller relationships in industrial markets. The present study contributes to the literature by developing a local model of buyer-seller relationship, its dimensions, as well as the customer’s perceived value among Iranian industrial buyers. The innovative contribution of the present study refers to the empirical examination of the impact of relationship quality and the customer’s perceived value on attitudinal and behavioral loyalty. Furthermore, market turbulence was identified and examined as an intervening variable in the buyer–seller relationship model for the first time in this study
format	article
author	Seyyed Mohammad Javad Rejali Ali Sanayei Majid Mohammad shafiee
author_facet	Seyyed Mohammad Javad Rejali Ali Sanayei Majid Mohammad shafiee
author_sort	Seyyed Mohammad Javad Rejali
title	A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
title_short	A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
title_full	A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
title_fullStr	A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
title_full_unstemmed	A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain
title_sort	mixed study on buyer-seller relationships in industrial markets (b2b): case study of iran oil supply chain
publisher	University of Tehran
publishDate	2021
url	https://doaj.org/article/55265706bdaf45ec80f13ec906dc25b9
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A Mixed Study on Buyer-Seller Relationships in Industrial Markets (B2B): Case Study of Iran Oil Supply Chain

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