Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Measuring Attitudinal Commitment In Business-To-Business Channels, Stephen Kelly
Measuring Attitudinal Commitment In Business-To-Business Channels, Stephen Kelly
Adjunct Professor Stephen J Kelly
While organizational behaviourists have largely adopted a three-component conceptualisation of attitudinal commitment, marketers continue exclusively to apply one- or two-component models. In this paper, the reliability and validity of one-, two- and three-component models of commitment are examined within a business-to-business context. The results indicate that the three-component model incorporating instrumental, affective and normative dimensions is superior on both substantive and empirical grounds. It is subsequently argued that marketing planners need to demand that marketing researchers are more precise when incorporating commitment into conceptual and empirical studies, and account for these distinct components either by explicitly including or omitting them. …
The Function And Character Of Relationship Benefits: Transferring Capabilities And Resources To The Small Firm, Stephen Kelly
The Function And Character Of Relationship Benefits: Transferring Capabilities And Resources To The Small Firm, Stephen Kelly
Adjunct Professor Stephen J Kelly
Purpose – This paper aims to critique the foundations of the relationship benefits concept and develop a theoretical model that is tested and validated. Design/methodology/approach – A series of exploratory in-depth interviews were initially conducted and the results considered against extant literature. This was followed by a mail survey of the selected population that resulted in 254 usable responses that represented an effective response rate of 21.4 per cent. Findings – The findings demonstrate that relationship benefits sought by small firms collaborating with larger partners can be classified as cost, service, image and flexibility benefits and suggest that their transfer …