Paper info

Drivers of relationship quality in B-to-B and B-to-G relationships: proposing a new overall measurement model

Maximilian Froch, Christine Falkenreck and Ralf Wagner

The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.

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Although relationship quality is well researched in business-to-business contexts, the identifying characteristics of relationship quality in business-to-government settings have not been defined or described. These characteristics differ substantially from drivers in business-to-business marketing, especially with reference to value propositions and relationship asymmetries. To the best of our knowledge, this paper is the first to identify and discuss drivers and characteristics of relationship quality in business-to-government contexts. The objectives of this paper are as follows: (1) propose a definition for business-to-government marketing; (2) introduce and discuss the phases in buyer-supplier relationships; (3) identify and discuss the characteristics of relationship quality in business-to-business and business-to-government contexts; and (4) propose an overall model for relationship quality measurements in business-to-business and business-to-government relationships. A research process is presented, different drivers in B-to-B or B-to-G identified, and an overview of ensuing steps for future research is discussed.