An Empirical Study of B2b Relationship Value – Offering Type as a Moderator
نویسندگان
چکیده
This study attempts to integrate the product and service marketing context into the framework of the drivers and the outcomes of B2B relationship value. Self-reporting survey was conducted to collect data from Taiwan's information and communication technology (ICT) industry. The empirical results reveal that the relationship benefits have greater effects on relationship value than relationship costs do, and that relationship value has a significant and positive influence on both relationship continuity and relationship enhancement. In addition, the offering type does have a moderating effect on the correlation between relationship benefits (costs) and relationship value.
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