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Cited by 6,741Customer Service Quality and LoyaltyQuality and Supply ManagementOutsourcing and Supply Chain Management

The DOI matches its Crossref record; 45 of the 46 references it cites were found in a registry or an index.

Determinants of Long-Term Orientation in Buyer-Seller Relationships

Ganesan, Shankar·1994·Journal of Marketing
DOI 10.1177/002224299405800201
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Abstract

Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer. Insufficient understanding of a customer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual dependence and the extent to which they trust one another. Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship. The framework presented here is tested with 124 retail buyers and 52 vendors supplying to those retailers. The results indicate that trust and dependence play key roles in determining the long-term orientation of both retail buyers and their vendors. The results also indicate that both similarities and differences exist across retailers and vendors with respect to the effects of several variables on long-term orientation, dependence, and trust.

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Crossref · 10.1177/002224299405800201

Cites

45 of 45 references verified0 citation errors · 0 not checkable

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Citations

Cites

Show all 46 references

Research works printed but not linked: 4

  1. 10.1086/209088 · DOI
  2. John George, 1988, Journal of Law, Economics, and Organization, 4, 121
  3. Jöreskog Karl G., 1988, LISREL VII: Analysis of Linear Structural Relationships by Maximum Likelihood.
  4. Kelly Harold H., 1983, Close Relationships, 265

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Metadata

Authors
Ganesan, S.
Affiliations
State University of New York (US)
Corresponding author
Ganesan, Shankar
ORCID
Ganesan, Shankar
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
1994-04
Volume
58
Issue
2
Pages
1-19
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1177/002224299405800201
OpenAlex
W2170430750
Cited by
6,741
References
46
Citations by year
2026: 62 · 2025: 104 · 2024: 120 · 2023: 175 · 2022: 173 · 2021: 228 · 2020: 233 · 2019: 264 · 2018: 284 · 2017: 283 · 2016: 320 · 2015: 350 · 2014: 400 · 2013: 365 · 2012: 395
FWCI
61.14
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Management Information Systems › Quality and Supply Management
  • Social Sciences › Business, Management and Accounting › Management Information Systems › Outsourcing and Supply Chain Management
Keywords
long-term orientation, buyer-seller relationships, relationship marketing, transaction marketing, interdependence, trust, environmental uncertainty, transaction-specific investment, reputation, customer satisfaction, retail buyers, time orientation

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