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Cited by 1,755Customer Service Quality and LoyaltyQuality and Supply ManagementOutsourcing and Supply Chain Management

Buyer–Seller Relationships in Business Markets

Cannon, Joseph P., Perreault, William D.·1999·Journal of Marketing Research
DOI 10.1177/002224379903600404
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Abstract

During the past decade, marketing managers and scholars have focused increased attention on buyer–seller relationships in business markets. This article contributes to the emerging body of knowledge in this important arena. Building from theories of relationships and empirical research across several disciplines, the authors specify six key underlying dimensions (connectors) that characterize the manner in which buyers and sellers relate and conduct relationships. Measures for these relationship connectors (information exchange, operational linkages, legal bonds, cooperation, and relationship-specific adaptations by buyers and sellers) are developed in a series of pretests. Then, on the basis of relationship profiles for more than 400 buyer–seller relationships sampled from a wide array of industries and market situations, the authors apply numerical taxonomy to develop an empirically based classification of different types of business relationships. Contrary to approaches used in much of the extant literature, taxonomic methods do not rely on an assumption that the connectors are highly intercorrelated or that they combine in some linear fashion to form a single underlying dimension. Furthermore, the research specifies antecedent market and purchase situations and shows that they affect when specific types of relationships are used. The research also shows how customer satisfaction and evaluations of supplier performance vary across different types of relationships. The resu…

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Crossref · 10.1177/002224379903600404

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Authors
Cannon, J. P., & Perreault, W. D.
Affiliations
  • Colorado State University (US)
  • University of North Carolina at Chapel Hill (US)
Corresponding author
  • Cannon, Joseph P.
  • Perreault, William D.
ORCID
Cannon, Joseph P.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1999-11
Volume
36
Issue
4
Pages
439-460
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224379903600404
OpenAlex
W2003770055
Cited by
1,755
References
9
Citations by year
2026: 13 · 2025: 25 · 2024: 30 · 2023: 38 · 2022: 69 · 2021: 50 · 2020: 52 · 2019: 63 · 2018: 54 · 2017: 73 · 2016: 92 · 2015: 100 · 2014: 93 · 2013: 106 · 2012: 107
FWCI
49.08
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › 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
buyer-seller relationships, business markets, relationship type, information sharing, cooperation, numerical taxonomy, customer satisfaction, supplier performance evaluation

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