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

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Determinants of Long-Term Orientation in Buyer-Seller Relationships

Ganesan, Shankar·1994·Journal of Marketing

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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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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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Determinants of Long-Term Orientation in Buyer-Seller Relationships

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