Dynamics of Buyer-Seller Co-Dependency in Optimizing Functional Efficiency

Dynamics of Buyer-Seller Co-Dependency in Optimizing Functional Efficiency

Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico) and Amritanshu Rajagopal (Dentalia, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch007
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Abstract

The role of sales network is fundamental within the value creation chain of the firm, as creating shareholder value is strictly linked with creating buyer value. As supplier networks are the main point of contact with buyers, choosing the best possible supply structure is vital. Firms are increasingly implementing electronic distribution strategies to augment existing physical infrastructure for product and service delivery. The study analyzes the impact of channel function performance on relationship quality which is moderated by the extent dependence structure of the relationship. In this process, the impact of supplier function performance on different dimensions of relationship quality in reference to satisfaction, trust, commitment and conflict under various dependence structures have also been diagnosed and analysed.

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