Do relational benefits influence commitments and loyalty in a non-contract mechanism?

Abstract

Purpose

The study focuses on how to build long-term relationships with multi-channel agencies (MCAs) (dealers) who serve multiple manufacturers on a non-exclusive basis in a business-to-business (B2B) market. This study looks at the framework of relational benefits-commitment-long term orientation in a business-to-business context.

Design/methodology/approach

Data were collected from MCAs of three leading companies in the food distribution business. The survey used established scales to measure the relational benefits (core, operational, social and special treatment), commitment (affective and calculative) and long-term orientation (LTO).

Findings

The findings of the study show that core, social and special treatment benefits influence calculative commitment, and operational and special treatment benefits influence affective commitment. The study also supports that calculative and affective commitment play an important role in understanding the loyalty of MCAs.

Originality/value

The research examines how relational benefits impact commitment and loyalty among MCAs and manufacturers, in a non-exclusive relationship, in the business-to-business environment. This study incorporates social exchange theory (SET), relational benefits paradigm and commitment and long-term orientation in its framework and tests it within the food distribution industry. This study is the first of its kind to examine the effects of relational benefits on MCAs behavior in a food supplier–buyer setting.

Citation

Lee, C.-J., Lee, S.-M., Iyer, R. and Lee, Y.-K. (2023), "Do relational benefits influence commitments and loyalty in a non-contract mechanism?", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 8, pp. 2012-2028. https://doi.org/10.1108/APJML-11-2021-0835