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Exploring the relational antecedents of supplier satisfaction

Mastebroek, V.G. (2018) Exploring the relational antecedents of supplier satisfaction.

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Abstract:Due to increased competition for excellent suppliers, buyers increasingly have to market themselves to suppliers to obtain the best prices and resources. To achieve this, firms should keep their suppliers satisfied. This can be done by offering good growth opportunity, profitability, relational behaviour, and operative excellence. This thesis focuses on the relational antecedents to supplier satisfaction and examines the effects of three variables: size asymmetry, expectations, and likeability. In a survey of four Dutch high tech firms and their key suppliers, it was found that expectations play no significant role in determining supplier satisfaction. This finding contradicts the Disconfirmation paradigm, but it may result from measurement issues. Contrary to expectations, suppliers seem to prefer working with buyers larger than them. This finding is surprising considering existing literature, which suggests smaller suppliers are at a disadvantage. Finally, likeability exhibits strong direct and indirect effects on supplier satisfaction and its relational antecedents. This finding agrees with recent literature that found positive effects of likeability on business relationships. The findings show that managers should employ likeable purchasers to manage key supplier relationships, and call for more research on the role of likeability in supply relationships.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/75086
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